Guidelines for the Development of Global Industrial Marketing Communication Tools in the Thai Context
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Abstract
The objectives of this research are: (1) to study the use of industrial marketing communication tools in the global context, (2) to examine the use of industrial marketing communication tools in Thailand, and (3) to propose guidelines for developing global industrial marketing communication tools that align with the Thai social context. This study employed a qualitative research methodology, collecting data through in-depth interviews with industrial product manufacturers operating in the global market, as well as distributors or importers of industrial products both in Thailand and abroad, totaling 25 companies, and 15 industrial product distributors in Thailand. In addition, focus group discussions were conducted with nine experts, comprising three academics, three specialists in domestic and international marketing communication, and three independent professionals. The research findings revealed that: (1) In the global context, industrial marketing communication tools included personal tools such as face-to-face meetings and video conferences; non-personal tools such as catalogs, brochures, and print media; and digital tools such as websites, social media, and e-commerce. (2) In the Thai context, personal communication tools included tele-sales and face-to-face meetings, which are used to build trust and close relationships with customers; non-personal tools include catalogs, brochures, company websites, and email; and digital tools include video conferences, LINE OA, and social media. Notably, Thai businesses tend to utilize a wider range of social media platforms, such as Facebook, YouTube, Instagram, LinkedIn, and TikTok. (3) The guidelines for developing industrial marketing communication tools suitable for the Thai context consist of six key areas: 1) setting objectives, 2) action planning, 3) localized content presentation, 4) employing a variety of content formats, 5) enhancing personnel readiness, and 6) building business partnerships.
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1. กองบรรณาธิการสงวนสิทธิ์ในการพิจารณาและตัดสินการตีพิมพ์บทความในวารสาร
2. บทความทุกเรื่องจะได้รับการตรวจสอบทางวิชาการโดยผู้ทรงคุณวุฒิ แต่ข้อความและเนื้อหาในบทความที่ตีพิมพ์เป็นความรับผิดชอบของผู้เขียนแต่เพียงผู้เดียว มิใช่ความคิดเห็นและความรับผิดชอบของมหาวิทยาลัยศรีปทุม
3. การคัดลอกอ้างอิงต้องดำเนินการตามการปฏิบัติในหมู่นักวิชาการโดยทั่วไป และสอดคล้องกับกฎหมายที่เกี่ยวข้อง
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