Digital Integrated Marketing Communication of car sales business
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Abstract
This research aims to 1) to study the operating conditions of the marketing communications of the car sales business, 2) to study elements of the integrated marketing communication model through the digital media of the car sales business, 3) to develop an integrated marketing communications model through the digital media of the car sales business by collecting information from the owner group. Administrator Operators of car sales business in Bangkok the research instruments are questionnaires, statistics used include percentages, averages, standard deviations, and element analysis.
The results showed that business owners, executives, Operators of car sales business in Bangkok It was found that most of the males aged 25 - 35 years old with a bachelor's degree were in employee positions. The company has a 5-10 year business period, which is the type of car sales, passenger car type, with an average operating turnover of 20-50 million baht. With 5-10 years of business experience and the location of the business in the heart of the city, overall and individually, it was found that the average priority was very high. When looking at the overall picture on a side-by-side basis, it was found that the integrated marketing communications and marketing strategy 5A had a very high level of priority average. A study of integrated marketing communication elements and patterns through the digital media of the car sales business found that it consists of two areas, 8 main elements: integrated marketing communication elements. There are 5 main elements. There are 3 main elements of marketing strategy 5A’s.
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