摘要：AbstractSince the 1970s, marketing of services has grown into a major sub- discipline of marketing. It is constantly being claimed that the service sector is now a dominant economic activity in developed countries while the two traditional goods sectors, which comprise of manufacturing and agriculture, are now on the decline. This article, however, refutes the claim. In today's competitive world, having expertise, knowledge and marketing experience for financial market activities, especially brokerage firms has proven inevitable. This should be accompanied by performing marketing operations along with intermediary roles and carrying on the daily transactions of shares in the Tehran stock exchange market. The current study attempts to investigate the level of marketing knowledge used in the stock exchange market, to identify the reasons behind deficient use of the marketing knowledge by the financial institutions (financial intermediaries, brokerage firms and etc) and finally to improve the investment in Tehran stock exchange market. The method used is survey-based and the statistical population has been drawn from among the financial institutions active in Tehran stock exchange and the regional branches of the country. The results obtained from th e research display that, during the period reviewed, the active marketing system in the brokerage firms was the traditional system without attending to the modern criteria of financial service marketing in the areas relating to communication and determination of the shares prices, services of conduct transactions of the financial analyses and encouraging the big companies to enter the Tehran Stock Exchange.,.
