HOLISTIC MARKETING STRATEGY EFFECTING ACHIEVEMENT OF ACCOUNTING BUSINESS IN THAILAND

Authors

  • Rattana Srinuan Doctor of Business Administration in Marketing Program, Eastern Asia University

Keywords:

Holistic Marketing Strategy, Marketing Relationships,, Integrated Marketing, Internal Marketing, Business Achievement of Accounting Business

Abstract

This research aimed to study the influence of Marketing Relationships Strategy, Integrated marketing Strategy, Internal Marketing Strategy effecting achievement of accounting business in Thailand and to find out the marketing strategy for accounting business in Thailand. This research combined the both quantitative research and qualitative research into the studies. The study population was the accounting business in Thailand. Quantitative research examples combined with 400 owner of accounting business. The data were collected by questionnaires and qualitative research using in-depth interviews with 5 owner of accounting business. The statistics employed in the research were descriptive and multiple regression analysis. The research found that factors effecting the achievement of accounting business in Thailand. There were 3 factors influencing on the marketing achievement of accounting business in Thailand: Marketing Relationships, Integrated Marketing, and Internal Marketing. After analyzed the holistic marketing strategies that affected the achievement of the accounting business in Thailand, the most important component were Integrated Marketing Strategy, Internal Marketing Strategy, and Marketing Relationships Strategy respectively.

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References

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Published

2020-05-20

How to Cite

Srinuan, R. (2020). HOLISTIC MARKETING STRATEGY EFFECTING ACHIEVEMENT OF ACCOUNTING BUSINESS IN THAILAND. Suthiparithat, 33(107), 13–26. Retrieved from https://so05.tci-thaijo.org/index.php/DPUSuthiparithatJournal/article/view/242535

Issue

Section

Research Articles