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University Teknologi Malaysia
Department of Management, Payam-Noor University , Yasouj , Iran
Department of accounting, Islamic Azad University of Birjand , Birjand , Iran
Universiti Teknologi Malaysia
While it has started the design of adaptive buying and selling agricultural products by the networks of rural and agronomy cooperatives in IRAN, hence it necessitate considerable attention to marketing and use of new methods of marketing. According to aforementioned matter, through this research we endeavourer to understand why managers of these institutions use these methods rarely. So we designed a questionnaire and gave it to statistical sample; the managers of rural cooperative institutions in the Kohgilooyeh and Boyerahmad province. The results of analysing these responses included: there were meaningful relationships between the use of new marketing methods by managers of rural cooperative institutions and the level of education, knowledge, social and cultural factors of their residential places. But there was not the meaningful relationship between the use of new marketing methods and the work experience of managers. Also the lack of facilities and infrastructure needed for using new marketing methods can not be the rationale for scrapping these methods by the managers of these institutions.
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