Focusing on Customer Integrated Marketing Communication for Marketing Performance in Role of Client Need Behavior Dimensions: An Empirical Study on Thailand's OTOP Community

  • Preecha Pongpeng , Saowanee Samantreeporn

Abstract

The objective of this study is to examine the role of integrated marketing communication for marketing performance. Furthermore, the mediation role of client need behavior was examined between integrated marketing communication and marketing performance. To examine the role of integrated marketing communication for marketing performance, the relationship between sales promotion, personal selling, public relations, advertising, client need behavior and marketing performance was examined. Data were collected form OTOP community of Thailand. 400 questionnaires were distributed among the OTOP community in Thailand. Results of the study shows that customer integrated marketing communication (CIMC) has positive role in marketing performance through client need behavior. It is found that sales promotion, personal selling, public relations and advertising has positive effect on marketing performance. Moreover, promotion, personal selling, public relations and advertising has positive effect on client need behavior which shows positive role in marketing performance.  

Published
2020-08-01
Section
Articles