Books

CHULA BOOK

CORPORATE BRAND SUCCESS VALUATION

Corporate Brands & Brand Valuation

(Updated Edition 2021)

What is a corporate brand, and how important is it to the success of a company?
What factors influence the success of corporate brand development?
Development of the CBS Valuation tool: "A New Integrative Approach to Measuring Corporate Brands," which quantifies corporate brand value in financial terms.
The history of Thailand’s Top Corporate Brand Values 2012 to ASEAN and Thailand’s Top Corporate Brands 2019.
Is there a relationship between corporate brand value and a company’s revenue and profit?
How can Thai startups develop their corporate brands?

MARKETING RESEARCH

(First published in November 1997, Revised Edition, 8th Printing, 2017)

The first edition of the marketing research textbook was released in 1997, over 20 years ago. Since then, the book has been very well received by students, business administration faculty, and readers interested in marketing research. It has been reprinted eight times, with more than ten thousand copies sold—something far beyond the author's expectations when first writing this book.

The main objective of writing this revised edition of the marketing research textbook remains focused on understanding the marketing research process from the beginning. This includes defining the problem, designing the research, planning the necessary data collection, determining the population, setting the sample size, sampling methods, constructing data collection instruments or questionnaires, methods of data collection, various statistical analysis techniques, interpreting the data, and writing research reports. The goal is to ensure that the research can be effectively and efficiently communicated to its users.

In writing this academic textbook, the author has tried to use simple Thai sentences to help readers understand the content step by step. In some cases, English terms are provided in parentheses for specific terminology. For the chapters on data analysis using various statistical techniques, examples are provided to aid understanding. Students are encouraged to read a statistics textbook alongside this one to review or enhance their statistical knowledge.

MARKETING AND BRANDING SUSTAINABILITY: What we should know

Welcome everyone to the world of marketing and sustainable branding under the book "Marketing and Branding Sustainability: What We Should Know." This book serves as a guide for entrepreneurs, marketers, students, and anyone interested in sustainable marketing and branding in the digital age. The author has compiled articles published in Krungthep Turakij newspaper and used in teaching at the Marketing Department, Faculty of Commerce and Accountancy, Chulalongkorn University, as well as in various universities and executive training programs.

The topics presented range from the differences between marketing and branding, which entrepreneurs must understand in terms of their significance and the necessity to address both concurrently—one cannot precede the other. Understanding sensory branding is another fascinating aspect that is crucial for devising the right strategies. The book also discusses brand positioning in the digital age, sustainable branding, and the importance of a brand story to differentiate and make the brand memorable to customers.

In today’s highly competitive business environment, traditional branding and marketing planning may no longer suffice. Businesses of all sizes need to aim for sustainable development goals (SDGs) in the long term, incorporating ESG (Environmental, Social, and Governance) practices—caring for the environment, being socially responsible, and maintaining good governance. A brand must impress customers to ensure its growth.

Through these informative articles on marketing and sustainable branding in the digital age, readers will encounter ideas and perspectives that will inspire the development of their brands and marketing strategies to grow and sustain alongside the changing world. Whether you are an entrepreneur of any business size, a marketer, or a student looking to enhance your knowledge and skills, "Marketing and Branding Sustainability: What We Should Know" is ready to be your companion on this journey.

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