Analysis of Political Marketing Challenges with the Approach of Using the Soft Power of the Islamic Republic of Iran

The purpose of this study is to analyze the challenges of political marketing with the approach of using the soft power of the Islamic Republic of Iran. Categories related to each of them were extracted using content analysis method and these 6 groups were ranked using Friedman test by SPSS26 software. According to the results, the highest ranking was given to the techniques used in international political marketing with the approach of diplomacy, media power, ideological power, cultural power, economic power and management system power. Persuasion and third place became the most prominent dimension of international political marketing, namely national identity. Iran's current position in terms of identity, international prestige and economic identity ranks fourth, restrictions on the use of political marketing ranks fifth with unique ideological approach, financial challenges and theoretical poverty and the most effective Iranian foreign policy discourse ranks sixth with de-escalation and balance discourse approach. Finally, the analytical model of political marketing affected by limitations, necessities and the most significant dimension using effective techniques and the best discourse in promoting Iran's current position in the economic field and strengthening the international image are presented. Practical suggestions are also provided based on research questions for the Ministry of Foreign Affairs, the Economic Deputy of this agency and non-governmental organizations including the Red Crescent and other responsible agencies and organizations.