Forms of Integrated Marketing Communications For Community Products by the Locals of Good Agriculture Practice –Klongha Sub-district, Klongluang District, Pathum Thani, Thailand
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Abstract
The research of the forms of integrated marketing communications for community products by the group of a good
agriculture practice aimed to study the various forms of marketing communication through participated process with the deep
interview, group discussion, and participated observation. The 30 informants were selected from five groups of the community
leaders, the good agricultural practice group, the housewives, the teenagers, and the seniors. The result showed that the old forms
of advertisements such as wording, brochures, community banners have been made while the channels via social medias were
added to increase the product selling to focus on the specific customer groups. Moreover, the product-booth show has also been
supported and publicized by the state. The community has intended to produce the varieties of products and to advertise through
different marketing tools, both online and offline, focusing on the public activities. The uniqueness and characteristics of the
good agricultural products have continuously been improved to acknowledge the products widely. Based on the research
information, the paradigm of marketing communication forms for the mentioned products has been called ‘ The SPECIAL
Paradigm’ with the researcher’s intention that the entrepreneurs can form the ideal frame for integrated marketing communication
in the future.
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