Learning to Create Value Through Goodwill and Experience

Authors

ผศ.ดร.บุหงา ชัยสุวรรณ

Published

NIDA Case Research Journal

Abstract

Integrated Marketing Communications (IMC) is an important perspective in planning and executing the delivery of value to consumers through the use of effective communications. This would encompass more than just the traditional tools of advertising and public relations to include the use of online communications and retail experience. IMC is the response of companies to the changing environment with respect to consumers, technology, and media. Ideally, IMC should enable the company to innovate market offers, channel of distribution, and maintaining good customer relationship. Golden Place utilizes the innovative concept of creating shared value (CSV) with emphasis on sustainability, which is a big buzzword for consumers today.

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