Browsing by Author "Tonghathai Likhitweerawong"
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ItemIntegrated Marketing Communications (IMC) used in food truck business: a case study of Five Burger Food Trucks in Bangkok's Metropolitan areaThe purpose of this study is to examine how Integrated Marketing Communications or IMC is put into practice by the management of food trucks in Bangkok area. In this study, data was collected from interviews with ten respondents who are the managers of five food trucks in Bangkok. Contextual observations were also made on the site of the food trucks and on other communication channels. Data was analyzed by content analysis and categorized into themes corresponding to each of the five key features of IMC The insights gained from this study shows that IMC as adopted by the management of the food trucks has the five key features of IMC The findings can help the management of the food truck business or new entrepreneurs in effectively applying IMC in their business practices.