THE DEVELOPMENT OF AN INTEGRATED MARKETING COMMUNICATION MODEL TO ENHANCE THE OPERATIONAL EFFICIENCY OF ENTREPRENEURS IN THE NAKHA FABRIC MARKET, UDON THANI PROVINCE

Abstract

The research's purposes were 1) to study the context and the problems regarding marketing communication of weaving entrepreneurs in Na Kha, Udon Thani: the effective factors were respectively sale personnel (clear communication, politeness, and friendliness), promotion (giveaway), advertising (billboarding), public relation (fabric contests), and marketing channels via Facebook page and/or websites. By the way, the problems were the misunderstanding of customers, high competition in the market, and limited marketing resources. Furthermore, 2) the affected factors of the marketing communication development were the amount of the goods and the product placement; 3) the integrating marketing development included store layout, personnel selling, advertising, direct marketing, sales promotion; and 4) the effective results of experimental marketing communication were respectively personal selling, advertising, promotion, product placement, and direct marketing.