INFLUENCE OF HOLISTIC MARKETING STRATEGIES ON BUSINESS PERFORMANCE OF NEW ENTREPRENEURS IN PHITSANULOK PROVINCE

Abstract

The objectives of this research were to study: 1) To study the influence of holistic marketing strategies on business performance of new entrepreneurs in Phitsanulok Province, and 2) To study the examine the comparison of organizational characteristics, including business operation characteristics, business type, duration of operation, and business investment, on the performance of new entrepreneurs in Phitsanulok Province. The research sample consisted of 375 new entrepreneurs in Phitsanulok Province. A questionnaire was used as the research tool, and data were analyzed using statistics of frequency, percentage, mean, standard deviation, one-way analysis of variance, and multiple regression analysis. The results of the research indicated that: 1) Internal marketing, integrated marketing, relationship marketing, and social responsibility marketing impact performance of new entrepreneurs in Phitsanulok Province with statistical significance at the 0.05 level, 2) The duration of operation and business investment have different effects on the performance of new entrepreneurs in Phitsanulok Province, with statistical significance at the 0.05 level.