Marketing Services at the National Archives of Iran

The purpose of this study is to examine marketing strategies of the National Archives of Iran (NAI). Mixed (quantitative-qualitative) methodology is employed in this research. In the qualitative phase, components of the marketing mix (7Ps) were identified. Then a questionnaire containing dimensions of Mixed Marketing factors was used. Analysis of data was carried out in both descriptive and inferential modes using SPSS software, Findings of the qualitative phase showed that what the components of the marketing mix (7Ps) factors (including product, price, place, promotive activities) are composed of what indexes. The quantitative phase found that the overall state of the factors of Marketing Mix(7Ps) is moderate at the NAI, ie 4.97 for physical evidence, 4.73 for price, 4.63 for product, 4.28 for process, 4.16 for people by, 3.66 for promotion, and for 1.59 place respectively. No meaningful relation was found between the factors of mixed marketing factors on the one side, and gender, age, and work experience.