Political Marketing Policy Making Perspective in Iran

However almost five decades have passed from the beginning of political marketing research in the world and two decades in Iran, the path of research always needs to be reviewed pathologically. Surveys show that the scientific and practical position of political marketing in Iran is not desirable and it is essential to draw out its strengths and weaknesses scientifically for achieving more effectiveness. In this regard, summarization, critical review and providing suggestions for future research are the objectives of this article. To achieve those, a systematic literature review with a critical approach is implemented in order to prepare a description of Iranian political marketing research and also implications for further research. Results indicate that there are four improvable dimensions(including repetitive and limited subjects, a superficial perspective, carelessness about theoretical development and less research in other fields) and three strengths(including exploiting emerging concepts, a strategic and process view, and a problem-solving approach and domestic view) for political marketing research in Iran.