Integrated marketing communications (IMC) in suburban business operated by entrepreneurs in Nongchock, Thailand | |
| Author | Patcharin Bamrung |
| Call Number | AIT RSPR no.SM-19-24 |
| Subject(s) | Communication in marketing--Thailand--Nongchock Shopping centers--Thailand--Nongchock Entrepreneurship--Thailand--Nongchock |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Nowadays, the trend of global suburbanization is increasing. Working situation may force people to work downtown, but they would prefer to live out of the town due to economic status and life sty le, When the suburban market is expanding, many entrepreneurs see the opportunity and aim to enter the suburban market. Nongchok district is one of the suburban community that have population increase together with local business expansion. However, not all of the business can survive as this local suburban have its own character on communicating and perceiving marketing massages. Integrated Marketing Communication (IMC) has been noticed as one of the success tools to reach more customer awareness and maintain customer relationship. In order to survive in the changing world of suburbanization, the effectiveness of IMC should be evaluated. This research aims to find the most effective tools to raise more customer awareness through Integrated Marketing Communication (IMC) for suburban business operate by small entrepreneurs in Nongchok district, Bangkok, Thailand. The objectives of the study are to state the actual practice of IMC adopted by local entrepreneurs together the study of local customer awareness toward the existing marketing communication tools. The measurement was conducted through the interview and survey. The analysis is provided base on the real situation according to the interview and survey result. Lastly, this research study has recommendations for the suburban entrepreneurs in order to develop their performance on using effective management of Integrated Marketing Communication. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Igel, Barbara; |
| Examination Committee(s) | Winai Wongsurawat;Badir, Yuosre F. M.; |
| Scholarship Donor(s) | Royal Thai Government Fellowship; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |