INTEGRATED MARKETING COMMUNICATION "GOOD THINGS AT MUEN WAI SUBDISTRICT " TO UPGRADE THE FOUNDATIONS ECONOMY IN MUEN WAI SUBDISTRICT, MUEANG DISTRICT, NAKORN RATCHASIMA PROVINCE

Abstract

Objectives of this study were to communicate the integrated marketing under the motto of “Great Goods from Muen Wai Sub-district” to the public to elevate the local economy. This study employed mixed methods. Data were collected from 400 people by using stratified sampling, 400 visitors and 12 key informants. The research instruments included the evaluation form of goods from Muen Wai Sub-district, an interview form of goods from Muen Wai Sub-district, the economic value evaluation form of goods from Muen Wai Sub-district, consumer behavior questionnaire, market characteristics record form, Integrated marketing communication records, and an integrated marketing communication evaluation form to enhance the local economy. The data were analyzed with both descriptive content and quantitative analyses. Descriptive statistics including means and standard deviations were employed in this study.       

          The results of the study showed that the great goods from Muen Wai sub-district were a 300-year-old ordination hall and Kanom Jeen Pradok (Thai rice vermicelli). These goods were considered as the greatest potential products and services with the most valuable goods for an economic scale. The integrated marketing communication of goods from Muen Wai sub-district to the public showed that the marketing communication of goods Muen Wai sub-district had 3 channels: advertising, sales by employees, and launching news and public relations. The results of integrated marketing communications had affected the elevation of local economy in Muen Wai Sub-District in general at the highest level.