ความรู้ในงานประชาสัมพันธ์และการนำไปใช้เพื่อความสำเร็จทางการตลาด

Abstract

The purpose of this research are to examine public relations knowledge among marketers, to explain correlation between the implementation of marketing public relation tools and marketing success and to explain correlation between public relations knowledge and level of education and marketing experience of marketers. This research is a survey research and uses questionnaire for data collecting. The 400 marketers, whose jobs are related to marketing, are selected as samples. The results reveal that the marketers have the high level of public relations knowledge. The hypothesis testing result shows that public relations knowledge are not correlate with the level of education; however, it correlate with marketing experience in the lowest level and is reversed variation, at the 0.01 significant levels. The tools that are mostly used including; brochure/ leaflet, website, meeting/seminar, e-mail, poster, news photo in newspaper and magazine, and exhibition. In addition, the results indicate that public relations function as a section in marketing department is mostly finding in the companies, and also correlate with the marketing success, at the 0.01 significant levels.