Effect of Marketing Creation Capability on Marketing Performance of Beverage Businesses in Thailand
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Abstract
This study investigated the impact of marketing creation capability on marketing performance. In this study distributed to the marketing directors or marketing manager in 283 beverage businesses in Thailand were selected as the samples of the study. A mail survey procedure via questionnaire was used for data collection. The statistics techniques were analyzed by multiple regression analysis employed to examine all hypotheses. The results show that marketing creation capability positively influences on product innovation success, proactive marketing advantage and marketing performance. The implication is that, firms need to improve business goals, and objectives in order to achieve better performance and successfully in business operations. Therefore, the result can be effect direction for marketing creation capability as well as developing marketing of beverage businesses to survival in the long-term sustainability.
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