การบริหารการเปลี่ยนแปลงทางการตลาดที่มีต่อความสำเร็จขององค์กรธุรกิจเครื่องดื่มในประเทศไทย Marketing Change Management on Success of Organizations in Beverage Business in Thailand

Abstract

This research examined the relationship between marketing change management and success of organizations. Data were collected from 115 marketing executives from the beverage industry in Thailand. Statistical analysis was performed using t - test, F - test (ANOVA and MANOVA), multiple correlation analysis, simple regression analysis and multiple regression analysis. The study found that the marketing change management had a positive relationship with the success of organizations in two aspects include; 1) the change in structure of marketing management affected the changes in structure of marketing management of the organization in order to improve the overall performance. There were decentralization of power and better work distribution, consequently result in agility and effectiveness in management.; 2) The change in management as according to the market situation i.e. adapting marketing management according to market environment and exploring the best way to manage business by adopting and adapting marketing tools and strategies appropriate in the current market situation that would enable the organizations to meet customer needs with maximum customer satisfaction.