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Title: Digital marketing towards the leading change in Thai manufacturing company.
Authors: Samatcha Rattayapimol
Keywords: Entrepreneurship Management
Digital marketing
Change management
Issue Date: 24-May-2017
Publisher: มหาวิทยาลัยมหิดล
Citation: 2017
Abstract: ABSTRACT This study aims to find the recommended preparation process towards the emergence of digital marketing for manufacturing company. The study focuses on the impact of digital marketing to the organization, the obstacles related to the digital marketing implementation, and the potential preparation process which could possibly impact the manufacturing organization before the implementation of digital marketing. The in-depth interviews are conducted to gather the information on this study by using Kotter’s 8-Step Process for Leading Change as the research framework. The result of this study suggests that leader’s sense of urgency is a key to start implementing any change.
Other Identifiers: TP EM.012 2017
Appears in Collections:Thematic Paper

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