RELATIONSHIP BETWEEN MODERN MARKETING CAPABILITIES AND MARKETING PERFORMANCE OF BEVERAGE BUSINESSES IN THAILAND

Abstract

Abstract—The vibrant and competitive landscape of Thailand's beverage industry necessitates a nuanced understanding of the intricate relationship between modern marketing capabilities and marketing performance. This study investigates the adoption and impact of modern marketing strategies, including digital initiatives, social media engagement, data analytics utilization, e-commerce integration, and innovation practices within beverage businesses in Thailand. The research aims to discern correlations between the deployment of these modern marketing capabilities and key marketing performance metrics, such as brand visibility, customer reach, market share, and return on investment. The study's significance lies in its potential to inform strategic decision-making for businesses, guide policymakers, and contribute insights to the evolving nature of marketing in Thailand's dynamic beverage industry. The methodology involves an extensive literature review, a robust research design, and data analysis, leading to comprehensive findings that may guide businesses in optimizing their marketing strategies for sustained growth and competitiveness in the ever-evolving marketplace.