Effect of marketing mix on the purchase of children's books in order to find the optimal marketing strategy

Nowadays, sales and supplying the cultural goods and services have gained and special economic position as well as all consumer goods. Therefore the publisher companies who are producers of ``books`` as one the main cultural goods, need to make use of marketing methods. The very first step to take is to realize the customers` needs and expectations. Meeting the customers` demands make promoting the sales of books and prospering the industry possible.The goal of this study is mainly focused on the advertisement effects and sales, price determination and distributions tactics in children and teenagers books. The research method applied here is applicable in the objective view and descriptive in the survey view. Questionnaires have been used for collecting data to reach the goal of this study.The target population here is all children and teenager books buyers who are the cus¬tomers of some bookstore in Mashhad. In this study the classification sampling meth¬od has been applied by distributing questionnaires randomly in each class. Here four developed hypothesis have been verified and the result shows the effectiveness of all factors that the researcher has considered important in purchasing the teenagers` books.