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Marketing Strategy and Innovation Management

Marketing Strategy and Innovation Management

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This book focuses on four high growth export sectors in Thailand; food processing, gems and jewellery, garments, and electronic and electrical products. There are threefold; (1) to identify the key marketing innovation factors which drive successful export marketing strategy in Thai manufacturing companies, (2) to test the proposed model ''The Full Model of Export Performance'' on Thai export manufacturing companies, and (3) to suggest recommendations to Thai export manufacturing companies in order to improve their export performance. The marketing innovation of exporting companies in Thailand includes of three constructs; new product innovations, new working processes, and new markets.