Integrated marketing communication in Thailand IT superstore : a case study of a Thai IT retail business | |
| Author | Napaporn Aramrassamivanich |
| Call Number | AIT RSPR no.SM-06-29 |
| Subject(s) | Information technology--Marketing--Thailand Computer industry--Marketing--Thailand |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-06-29 |
| Abstract | The increasing communication options in recent years have contributed to the information overload the world is experiencing today. This has made it important for marketers to integrate their marketing communication and break through the barrier of noise to reach the target market. Furthermore, the heavy competition within the IT industry has made it necessary for organizations to focus more on marketing, and in particular, communication. In 1993 a new concept called Integrated Marketing Communication (IMC) was introduced. This new concept has generated a great interest among academics and practitioners, although research concerning its implementation is limited. The purpose of this research is to gain a better understanding of Integrated Marketing Communication in Thailand's IT market. A case study of a Thai IT retail business IT City has been conducted to investigate how the IMC strategy and use of communication tools are used. Furthermore, this study shows that IT City is successful with the integrated communication strategy, as the message is kept consistent throughout all communication, reflecting the image of IT City. This study also shows that in the use of the communication tools, traditional advertising has been replaced to a great extent and emphasis lies mainly on trade shows and point of purchase. It has led to a lot of interest in IT City in Thailand. This study will make recommendations to further develop and improve the Thai IT industry integrated marketing communication strategy |
| Year | 2006 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-06-29 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Dimmitt, Nicholas J.; |
| Examination Committee(s) | Swierczek, Fredric W.;Zimmermann, Willi; |
| Scholarship Donor(s) | RTG Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2006 |