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Marketing strategy for private housing market in Thailand

Limcharoen, P; (2005) Marketing strategy for private housing market in Thailand. Doctoral thesis , UCL (University College London). Green open access

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Abstract

Marketing is an important part of a business strategy. A company develops a marketing strategy to match their resources and capabilities to customer's changing needs and wants, at a profit. This paper presents the marketing strategy of housing companies in the high-end market segment of Thai private housing market. The framework includes the 4Ps marketing mix and relationship marketing. The 4Ps marketing mix concerns product, price, promotion and place element of house products and services whereas the relationship marketing emphasizes on customer relationships, service after sales, reputation and image of housing companies and experience and expertise of housing companies. The research investigates the market and its customers' satisfaction, and identifies the needs of the market. The final aim is to propose possible courses of action for housing companies to improve the fulfillment of the market.

Type: Thesis (Doctoral)
Title: Marketing strategy for private housing market in Thailand
Open access status: An open access version is available from UCL Discovery
Language: English
Additional information: Thesis digitised by ProQuest.
UCL classification: UCL > Provost and Vice Provost Offices > UCL BEAMS > Faculty of the Built Environment > The Bartlett School of Architecture
URI: http://discovery.ucl.ac.uk/id/eprint/1569437
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