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The Development of Marketing Promotion Model with the Participation of the Community Enterprise: A Case Study: Antique Oil Lamp Product Pongyangkok Sub District, Hang Chat District, Lampang Province |
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| รหัสดีโอไอ | |
| Creator | Kattiya Kattiyawara Satchuset Raungdessuwon Arichchada Manoppong |
| Title | The Development of Marketing Promotion Model with the Participation of the Community Enterprise: A Case Study: Antique Oil Lamp Product Pongyangkok Sub District, Hang Chat District, Lampang Province |
| Publisher | Somsak Publisher |
| Publication Year | 2560 |
| Journal Title | Journal of Community Development and Life Quality |
| Journal Vol. | 5 |
| Journal No. | 2 |
| Page no. | 309-329 |
| Keyword | The development of marketing promotion model, participation, community enterprise |
| ISSN | 2286-9829 |
| Abstract | This study aimed to study in 3 objectives: 1. To study knowledge and understanding in marketing strategies 2. To study the original model of marketing promotion and 3. To develop a marketing promotion model by a participatory action research. Research summarized, the first objective is community enterprise understanding four sides of marketing strategy (product strategy, price strategy, distribution channels and promotion). The second objective is the community enterprise have mix marketing promotion which have been continuously developing, using the social network. Sales is processed by president and sales promotion working under government promotion such as local government. Moreover, promotional market in the form of consignment, middlemen and publication were used. The third objective is to develop appropriate marketing promotion group such as special marketing promotion by developed exhibition to be more interest at sale point and product images through digital media to attain new customers. |
