ฐานข้อมูลวิจัยด้านสุขภาพจิตและจิตเวช

ผู้วิจัย/Authors: Nitta Roonkasem

ชื่อเรื่อง/Title: The Marketing Strategies of the Alcohol Business Group in Thailand.

แหล่งที่มา/Source: The 3rd National Alcohol Conference "Alcohol : No Ordinary Commodity", 21st-22nd November 2007, Richmond Hotel, Nonthaburi, Page 36.

รายละเอียด / Details:

In presentation of this information, the researcher have selected to specially analyze the information from the news of the alcohol business group as publicized through website of magazines and newspaper between October 2006-January 2007 to reflect marketing strategies of alcohol business group. The most interesting findings from this content analysis are the alcohol business group had applied the marketing programs to enhance brand awareness, and promote positive attitude on alcohol in 2 manners. The first is marketing activity arrangement especially in brand-name sponsorships of concerts and sport events as known in below the line marketing, to build new positive meaning between alcohol and health issue related to alcohol in all conditions. The second is provides community support in a number of ways, including financial sponsoring and in-kind offerings to the community events. In doing so, the alcohol business group able to promote the positive image of the responsible and respective business and establish beneficial relation ships with the business partners.

Keywords: alcohol, advertisement, marketing, alcohol business, brand awareness, attitude

ปีที่เผยแพร่/Year: 2007

Address: Faculty of Management Science. Phranakorn Rajabhat University

Code: 200800130

ISSN/ISBN: 978-974-09-4574-1

Country of publication: Thailand

Language: English

Category: Abstract

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