The industrial revolution along with machinery systems have caused a considerable change in manufacturing products.Handmaking products is oldfashioned and is replaced by machines.Such widespread changes in modern world has also altered the function of handicrafts.However handicrafts business has survived in some less developed countries in which such product are still considered as of great importance.

Handicrafts industry in a both art-and industry-related ground offer very many job opportunities.It also may introduce the national and religious culture of a country.It seems that employing new technics of marketing can  be helpful in developing such industry ,especially in time of stagnancy. 

In this study , the effect of each marketing mix in the scale of three handicrafts of ‘Gilim’, ‘Gabbih’ and Djadjim is examined.Being descriptive and practical in type, this study is accomplished upon what have been gathered through documents and questionarries.

According to the results of the study , of the complicated factors of  marketing mix , price , product and promotion , of the economical factors , the governmental subsidy and currency contract , of the political factors  , imposed sanction upon Iran , along with the membership in trade unions , and the altering of life style as cultural factors ,all, affect this industry.It should be noted that the most desicive factors , concerning this industry , are proper information about market situation and customer’s need assessment.This study has developed some suggestions on resolving the above-named problems of this industry.

Key Words

Marketing , Marketing mix , Macro environment , Handicrafts , exports