Strategic options for information marketing management in Iranian Agricultural Academic Journals (SWOT analysis)

The main purpose of this research was to identify strategic options associated with information marketingmanagement in Iranian agricultural academic journals. The research population consisted of all directors in charge andexecutives of academic journals in the selected Faculties of Agriculture (Universities of Tehran, Ferdowsi of Mashhad,Shiraz, Tabriz and Isfahan technology) (N=62). The respondents selected by census sampling method (n=55).According to the findings, the majority of respondents (78.6%) have a positive and very positive attitude to applyinginformation marketing factors. Also, items of strengths (more scientific credibility of academic journals’ than otherinformation competitors and suitable geographical location of academic journals’ offices); weaknesses (impact of lowbudget on staff, facilities, and equipment at journals’ offices and weak advertising of scientific journals and articles);opportunities (more tendencies and skills to use ICT among information seekers and developing trans-regional andsometimes international marketing of information products) and threats (the traditional view of society in need ofinformation to free access to information resources and external limiting rules and guidelines of information marketing)were the most outstanding.

Keywords:

Information marketing management , SWOT analysis , information products and services