Abstract

The main purpose of this research was to identify strategic options associated with information marketing management in Iranian agricultural academic journals. The research population consisted of all directors in charge and executives 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 applying information marketing factors. Also, items of strengths (more scientific credibility of academic journals’ than other information competitors and suitable geographical location of academic journals’ offices); weaknesses (impact of low budget 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 and sometimes international marketing of information products) and threats (the traditional view of society in need of information 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.

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