Marketing Strategy and Innovation Management

This book focuses on four high growth export sectors in Thailand; food processing, gems and jewellery, garments, and electronic and electrical products. There are threefold; (1) to identify the key marketing innovation factors which drive successful export marketing strategy in Thai manufacturing companies, (2) to test the proposed model 'The Full Model of Export Performance' on Thai export manufacturing companies, and (3) to suggest recommendations to Thai export manufacturing companies in order to improve their export performance. The marketing innovation of exporting companies in Thailand includes of three constructs; new product innovations, new working processes, and new markets.

Autorentext

Dr. Tanompong Best Panich has DBA from University of South Australia with two Master degrees and two Bachelor degrees in Marketing & Media from Australia and Thailand. His working experiences with nearly twenty years in the area of Marketing, Management & Media has been gained from Thailand and overseas, especially from Asia and Australia.