THE DEVELOPMENT CONCEPT OF COMPETITIVENESS MARKETING STRATEGIES OF EXPORT THAI FRESH LONGAN

Abstract

This article aims to review literature and present a conceptual framework of the development concept of competitiveness marketing strategies of export Thai fresh longan, and framework was developed base on Nobuaki Namiki’ concept. From the literature reviews about relationship of variables it can see that, competitiveness marketing strategies has direct relationship between export performance and technological innovation while technological innovation has direct relationship with export performance. The expected results from this study may exporter set up competitiveness marketing harmonize with context of Thailand.