The Role of Popular Marketing in the Realization of Eghtesad-e-Moghavemati; the Case Study of the Problems in the Manufacturing Units in Qom Province

Article Type:
Research/Original Article (ترویجی)

In recent years, the attention of the theorists in all disciplines, especially in the humanities, has been brought to Eghtesad-e-Moghavemati as the new approach of Iran to confront the economic war triggered by its enemies, and to accelerate its economic development. As the national production is the main pillar of Eghtesad-e-Moghavemati, and since one of the key issues in the path of national economic boom is the demand shortage, therefore, one of the fields which can help Eghtesad-e-Moghavemati be realized is marketing. Popular marketing is a type of marketing in which the firms use it with the help of people. The current research uses an analytical method and the idea of popular marketing to illustrate that the popularity of the approach and Jihadi-being of Eghtesad-e-Moghavemati can introduce one specific type of marketing called popular marketing, in order to realize Eghtesad-e-Moghavemati and protect national production. According to the model and regarding Eghtesad-e-Moghavemati, the management of marketing in the popular marketing is not performed by the private companies but the people themselves with that Jihadi spirit would promote, supply, sell and consume the Iranian products.

Resistance Economy Research Journal, Volume:3 Issue: 1, 2021
103 to 120  
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