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Abstract
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Article Information:
Relationship Service Marketing and Investment in Financial Market of Iran
Mehrdad Alipour, Reza Ahmadi and Hamed Abasi Nami
Corresponding Author: Mehrdad Alipour
Submitted: February 28, 2012
Accepted: March 16, 2012
Published: August 01, 2012 |
Abstract:
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In competitive world, having expertise, knowledge and marketing experience for financial market
activities, especially brokerage firms has proven inevitable. This should be accompanied by performing
marketing operations along with intermediary roles and carrying on the daily transactions of shares in the
Tehran stock exchange market. The current study aims investigating the level of marketing knowledge used
in stock exchange market, identifying the reasons behind deficient use of the marketing knowledge by the
financial institutions (financial intermediaries, brokerage firms and etc), matching the marketing activities with
the financial activities of the brokerage firms in the Tehran stock exchange and finally improving the
investment in Tehran stock exchange market. Independent variables were selected based on services marketing
mix such as product, price, place, promotion, physical facilities, people and process. The method used is
survey-based and the universe has been drawn from among the financial institutions active in Tehran stock
exchange and the regional branches of the country. The results obtained from the research show that, during
the period reviewed, the dynamic marketing system in the financial market was the traditional system without
attending to the modern criteria of financial service marketing in the areas relating communication and
determination of the shares prices, services of conduct transactions of the financial analyses and encouragement
the big companies to enter the Tehran Stock Exchange.
Key words: Iran, marketing knowledge, services, Tehran stock exchange, , ,
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Cite this Reference:
Mehrdad Alipour, Reza Ahmadi and Hamed Abasi Nami, . Relationship Service Marketing and Investment in Financial Market of Iran. Research Journal of Applied Sciences, Engineering and Technology, (15): 2436-2443.
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ISSN (Online): 2040-7467
ISSN (Print): 2040-7459 |
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