An exploratory study of how to navigate brand management and improve sales performance through control policies

• Main Author: SRIARANYAKUL, Pavuth
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2018
• Subjects: Brand Management; Sales Performance; Marketing Strategies; Control Policies; Marketing Restrictions; and Dark Markets; alcohol; tobacco; Thailand; Asian Studies; Marketing; Sales and Merchandising
• Online Access: https://ink.library.smu.edu.sg/etd_coll/189; https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1189&context=etd_coll
• Institution: Singapore Management University

The aim of this study was to examine the effects of alcohol and tobacco control policies on sales performance when two central elements of marketing, communication and promotion programs, are significantly restricted. The study took place in Thailand, which has some of the strongest tobacco control...