Integrated Marketing Communication, Transformational Leadership and Innovative Thinking Effect on Performance of Museum, Thailand
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Abstract
This research aimed to investigate 1) factors: leaders, public policy, market trends, investment climate and marketing strategies had an impact on the success of the condominium property management in Eastern Economic Corridor (EEC) and 2) The relative influence of the factors and the success of the condominium property management in EEC. The qualitative and quantitative research approaches were conducted in this study. The questionnaires were first employed to collect the data from 280 entrepreneurs/chief executive officers of real estate business, in condominium context, in EEC and were analyzed from Structural Equation Modeling (SEM). The depth interview data was gathered from 62 out of 280 entrepreneurs/chief executive officers by using simple random sampling method and was synthesized. The research was revealed that factors influencing the success of condominium property management were leaders, public policy and marketing strategies which were statistically significant at a .01 level. Market trends and investment climate did not directly affect to the success of condominium property management but they indirectly affected to marketing strategies instead.
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References
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