期刊名称：International Scientific Journal of Management Information Systems
印刷版ISSN：1452-774X
出版年度：2013
卷号：8
期号：2
页码：013-017
出版社：University of Novi Sad
摘要：The emergence of an accessible market for buying and selling agricultural products by networks of rural and farming cooperatives in Iran has given rise to the need to devote considerable attention to marketing and the use of new marketing methods. In view of this fact, this research will attempt to provide insight and help understand why managers of these institutions use these methods rarely. To this end, we designed a questionnaire and distributed it to the statistical sample, comprised of managers of rural cooperative institutions in the Kohgilooyeh and Boyerahmad Province. The results of analysing their responses indicate that there is a considerable level of correlation between the application of new marketing managers of rural cooperatives and the level of education, knowledge, social and cultural factors of the geographical location of their environment. However, no significant correlation was found between the use of new marketing methods and the work experience of surveyed managers. Furthermore, the lack of facilities and infrastructure required for using new marketing methods cannot be the rationale for dismissing these methods by the managers of these institutions.
