Marketing in Thailand: design, aesthetics and superstition

T.G. Andrews, C. Bechter, Tim,G. Andrews (Editor), S Siengthai (Editor)

    Research output: Chapter in Book/Report/Conference proceedingChapter

    1 Citation (Scopus)


    In the decade following the Asian financial crisis of 1997-1998, the management of organizations in Thailand has undergone significant change and development. The Changing Face of Management in Thailand examines in-depth the development of management during this pivotal period in the country's recent history. The book draws together an impressive assortment of scholars, consultants and practitioners, whose experience and expertise significantly enhance our knowledge and understanding of this complex, multi-faceted Asian economy. The book is divided into 3 main sections: an examination of the political, economic, social and technological changes from 1997-2008 specialist chapters that contextualise these developments from the marketing, HR and finance perspectives concluding sections focusing on public sector organizations, women managers, corporate governance, e-communication and the 'Thailand Brand'. With a wealth of vignettes, anecdotes and illustrative quotations bringing each chapter to life, this volume offers a refreshing, updated and in-depth analysis of this rich, diverse and fascinating nation.
    Original languageEnglish
    Title of host publicationThe Changing Face of Management in Thailand
    Place of PublicationLondon
    Number of pages352
    Publication statusPublished - 2009

    Publication series

    NameWorking in Asia


    • marketing
    • Thailand
    • design
    • aesthetics
    • superstition
    • Asia
    • financial crisis


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