Marketing can be considered as a business philosophy that puts the customer at the heart of the world of business or making him the axis on which the company rotates. Effective marketing creates demand for a product.

Is meant by marketing, the series of activities performed by an individual or a company to persuade customers to buy its products, in order to meet their needs and desires. Before planning or starting production, the craftsman or craft enterprise must ensure that there is a demand in the market and understand. This generally involves market research and identification of market trends the, distribution channels, Points of sale of the market and consumers.

Tunisian artisans and craft enterprises often act independently of market trends. They may be less involved in business cycles. This can lead them to make decisions which can bring them closer or exclude them of the formal trade.

It is in this context that the strategy for promoting the craft sector provides a place of choice for:

  • The development of product marketing of handicrafts in local markets by defining a strategy for the flow of product in the domestic market, strengthening the presence of products in regional and national exhibitions, organization of thematic and seasonal marketing campaigns and rationalization of distribution channels
  • Promoting the commercialization of handicraft product in the tourist market through upgrading craft spaces (craft villages) and their integration into the tours
  • The development of crafts product marketing in foreign markets by developing an action plan for each target market and intensification of participation in trade fairs, trade shows and meetings abroad.