การตลาดแบบองค์รวมของมหาวิทยาลัยในภาคใต้ของประเทศไทย ในมุมมองของบุคลากรทางการศึกษา
Keywords:
Internal Marketing, Integrated Marketing, Relationship Marketing, Performance MarketingAbstract
This research aimed to study the composition and the holistic marketing model of the Universities in the Southern part of Thailand. The questionnaire was created and reviewed by 5 experts. Data were collected from 385 participants between June 2017 and July 2017. The research methodology in the application of cognitive marketing concepts included 4 elements: Corporate Marketing, Integrated Marketing, Marketing Relationships, and Marketing Practices. The data were analyzed from 75 questionnaires using Exploratory Factor Analysis (EFA) by Principal Component Analysis (PCF) through Orthogonal Factor Rotation by Varimax method using 75 rounds of extraction. The results of this study revealed that the holistic marketing factors in the perspective of personnel can be classified into 12 new elements. It found that the most important
internal marketers were employees, marketing, followed by marketing practices. The results of this study can be used as a guide to develop a university management strategy in all
dimensions for educational management of universities in southern Thailand, and universities having a similar context
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