Integrated marketing communication strategy of dhamma pocket books (completed version)
Integrated Marketing Communication Strategy of Dhamma Pocket Books, DMG
Department of Communication Arts Program in Marketing Communication, Faculty of
Humanities and Social Science Burapha University
The research entitled “Integrated Marketing Communication Strategy of Dhamma Pocket
Books, DMG Publishing” is a qualitative with the purposes to study the administration of
integrated marketing communication affairs, the integrated marketing communication
strategies, and the process of integrated marketing communication of Dhamma Pocket Books,
DMG Publishing. The research methods included document analysis, individual in depth-
interview, and national and international related literature reviewing. The findings found
were that Dhamma Pocket Books, DMG Publishing employed four integrated marketing
communication strategies:1) White Ocean Strategy; 2) Book Producing Strategy; 3)
Distributing Strategy; and 4) Electronic-based Marketing Communication Strategy. As a
whole, all strategies gave importance on publishers prioritizing benefits to readers, having
policy to produce books with quality and essences enhancing readers their moral in a society,
producing books elaborately, looking for qualified playwrights, fulfilling readers’ needs, as
well as distributing books using multi channels, specifically electronic channels used by
DMG Publishing and mass media.
Dhamma book was considered a kind of printing materials called “pocket book” in the
past. It was purposively used to teach Buddhist principles and usually was given out for free
to public for the sake of merits. Currently, the Dhamma book brings about new marketing
communication strategies and it was known as a “Contemporary Dhamma Book”, which can
have an access to target readers with different ages. As thus, it is a kind of book best sold and
valued by today generation, which is attributed to the modification of the book’s features and
marketing communication strategies affecting the success of “Contemporary Book” suitable
to people who would like to solve serious problems and overcome obstacles in daily lives.
The publisher having influences on new features of “Contemporary Dhamma Book” has been
DMG publishing, which is the first publisher producing Dhamma book with brand identity
since 2004. DMG publishing has launched massive Dhamma books onto markets and it
played important role to create a “Contemporary Dhamma Book” with the cooperation of
Ammarin Publishing. After doing the review of related literature of studies done both in
Thailand and foreign countries, the researcher found that few studies on the use of integrated
marketing communication strategy in printing material business have been done. Thus, the
researcher aims at studying integrated marketing communication strategy and printing
material business (Sukanda Panpetch, 2012: 1-5).
The objectives of the present study are as follows:
1. To study the administration of work using integrated marketing communication in
2. To study the integrated marketing communication strategy of a “Contemporary
Dhamma Book” used in DMG Publishing.
3. To study the processs of integrated marketing communication of a “Contemporary
Dhamma Book” used in DMG Publishing.
2. Research Methodology
The research entitled “Integrated Marketing Communication Strategy of Dhamma
Pocket Books, DMG Publishing,” is a qualitative. The instrument used was in-depth
interview to elicit primary data from three groups of key informants having insight
knowledge into integrated marketing communication strategies of a “Contemporary Dhamma
Book” used in DMG Publishing. These three groups of key informants were: Group One
which is the administrative committee of DMG Publishing comprises: (1) Mr. Danai
Chanchaochai, who is the president in administrative division; (2) Ms. Natcha Chanchaochai,
who is the managing director of DMG Publishing; Group Two which is the controllers and
integrated marketing communication strategies operators consists of: (1) Ms. Charuwan
Wechtrakul, who is the marketing manager; (2) Mr. Samart Intraprasert, who is the managing
director in electronics, the director of shared interest group/Ruendham of DMG Publishing;
Mr. Yongyuth Khunta Kritsatithadapong, who is the editor of DMG Publiching; (4) Ms.
Theeraporn Maneepornphol, who is a book designer of DMG Publishing; (5) Ms. Sittha
Chotnoi, who is a book designer of DMG Publishing; (6) Mr. Surasak Lasama, who is a book
designer of DMG Publishing; Group Three which is a group of writers of “Contemporary
Dhamma Book” with dominant pieces of writing of DMG Publishing comprises: (1) Mr.
Saran Mitreevech, whose dominant book is called “ What a pity? The dead do not have
chance to read;” (2) Ms. Monthathip Khunnawattana, whose dominant book is called “Snow
in Summer;” and (3) Master Monk Mitsuo Gavesako, whose dominant book is called “Good
Luck Happiness Prosperity,” respectively. The formal and semi structured interviews were
conducted with above mentioned people to raise questions covering all aspects regarding
background and history of DMG Publishing, corporate structure, work positions and duties
and responsibilities, work procedures using integrated marketing communication strategies,
selecting prospective customers, integrated marketing communication strategies of
“Contemporary Dhamma Book,” and communicative devices of integrated marketing
communication used by DMG Publishing. There was an appointment with interviewees
about time and venue prior to the interview conduction. While interviewing the interviewees
allowed the researcher to video record the dialogues in the interview. In addition, the
researcher collected secondary data from variety of documents related to a phenomenon of
growing popularity in today “Contemporary Dhamma Book” and channels of marketing
communication of “Contemporay Dhamma Book” of DMG Publishing. The data collection
was done from January to July 2012. The data collected were double-checked and modified
by the interviewees for correctness of the data.
Data analysis and data presentation were done by means of interpretation based on the
theory of integrated marketing communication including (1) conceptual framework about
DMG Publishing and “Contemporary Dhamma Book;” (2) conceptual framework about
Dhamm book and printed materials business by Robert (2006) and Surasith Wittayarat
(2006); and course book for “Media and Printed Materials” by Sukhothai Thammathirat Open
University (2008); (3) conceptual framework about integrated marketing communication and
integrated marketing communication administration by Schultz (2004), Duncan (2005),
Edward (2009), and Moriarty (2011); (4) conceptual framework about integrated marketing
communication strategies by Schultz (1993), Duncan (2005) and Danai Chanchaochai
(2009); (5) conceptual framework about communicating devices and integrated marketing
communication and new media by Kanchana Kaewthep and Associates (2000), Keller
(2003), Duncan (2005), Percey (2008), Austin and Pinkleton (2008), Brown (2009), Green
(2010), and Scott (2010), (6) national and international research studies in related discipline.
The findings of the study were validated using an analysis based on these theories and they
were presented in descriptive form. The correctness of data obtained was validated using
methodological triangulation. That is to say, the data for the sole inquiry derived from
different sources. In terms of the validation of research quality, research procedures,
conceptual frameworks for literature review, and research instruments were verified by Dr.
Part 1: Integrated Marketing Communication Administration of DMG
DMG Publishing or Direct Media Group Co. Ltd. was a medium-sized publisher
including 7 sections: (1) administrative board section; (2) editorial board section; (3)
marketing and sales section; (4) electronic market section; (5) accounting section; (6) stock
and shipping section; and 7) personnel section. The integrated marketing communication
administration of DMG Publishing is based on a centralized system under authority of
administrative board and is controlled and managed by marketing and sales section and
electronic market section. Moreover, an outsider company, such as DC Consultant and
Marketing Communication Co. Ltd helps promote DMG Publishing and give consults about
Part 2: Integrated Marketing Communication Strategies of “Contemporary
DMG Publishing has four strategies as follows: (1) White Ocean Strategy, used as a
norm in running a business on ethical codes, gives a focus on benefits derived by readers and
society, integrated marketing communication on realistic values, remembrance activating and
market positioning rather than increasing direct sales volume. (2) Book Producing Strategy,
used by editorial board in planning to produce books and initiating concepts for each book to
be produced, gives a focus on mutual cooperation between editorial board and book writers in
producing books based on 5 five aspects: 1) good; 2) famous; 3) unique; 4) outstanding, and
5) attractive. (3) Distributing Strategy, used to promote sales by sales and marketing section
of DMG Publishing, emphasizes on disseminating news concerning “Contemporary Dhamma
Book,” for example book titles, authors or translator, eulogy, contents, selling points, pictures
on book covers, and excerpt or full text using public relations, special events, advertisement,
and media and internet. (4) Electronic-based Marketing Communication Strategy, used by
electronic market section of DMG Publishing, makes use of websites and social networks,
such as facebook, twitter, youtube, DMG book application, and multimedia to contact
Part 3: Procedures of Integrated Marketing Communication of DMG
Publishing’s “Contemporary Dhamma Book”
DMG Publishing has six steps for integrated marketing communication accordingly.
They are : (1) setting objectives in producing books; (2) indicating who are prospective
customers; (3) analyzing SWOTs; (4) strategy developing; (5) budget setting; and (6)
evaluating the effectiveness of integrated marketing communication of DMG Publishing.
3. Conclusions and Discussion
Part 1: Integrated Marketing Communication Administration of DMG
DMG Publishing or Direct Media Group is a medium-sized publisher dividing into
seven sections including administrative board section; marketing and sales section, electronic
market section, accounting section, stock and shipping section, and personnel section. In
integrated marketing communication administration, DMG Publish has employed a
centralized system (Edward, 2009 cited in Sukanda Panpetch, 2012), which is a system of
marketing administration integrated under the control of the executive board incorporating
sales and marketing section and electronic market section into managerial practices. In
addition, the outsider company, such as DC Consultant and Marketing Communication Co.
Ltd. plays role as a consultant about public relations for DMG Publishing.
Part 2: Integrated Marketing Communication Strategies of DMG Publishing’s
“Contemporary Dhamma Book”
1) DMG Publish has employed four strategies comprising White Ocean Strategy,
giving a focus on ethical codes and on keeping a balance among people, planet, profit, and
passion. That is to say, business runners, employees, customers, society, community, and
resources should gain equal advantages. The integrity of marketing communication is
grounded on realistic values in accordance with White Ocean Strategy (Danai Chanchaochai,
2009 cited in Sukanda PanPetch, 2012). As such, DMG Publishing has prioritized the
quality of books by providing chances for readers to try reading books via channels of
downloading, for example DMG Application, before deciding to buy them. Moreover, it
incorporates experiential contact (Percy, 2008 cited in Sukanda Panpetch, 2012) into
“Contemporary Dhamma Book” by means of event marketing to activate remembrance and
position market rather than increasing direct sales volume. In terms of theme of the events,
most activities in the events are about the contents of books, charity activities, volunteers for
social helps, and foundation for child help. For the administrative board, the broad gives
importance on over picture and credibility of the publisher, creating trustworthiness to attain
sustainable development (Danai Chanchaochai, 2009 cited in Sukanda Panpetch, 2012).
According to White Ocean Strategy, which is like Credibility Strategy (Duncan, 2005 cited
in Sukanda Panpetch, 2012) , the trustworthiness of the corporate and its products bases in
the integrity of marketing communication and roles of a publisher as a knowledge passer and
simultaneously a moral codes preacher to readers as expected by society. Illustrations of
White Ocean Strategy of DMG Publisher are presented in figures 3-1 and tables 3-1,
summarizing 7 item strategic principles of White Ocean Strategy of DMG Publishing.
2) Strategy for book producing, used by the editorial board, resembles a product
planning (Edward, 2009 cited in Sukanda Panpetch, 2012). The product planning is part of
integrity of marketing communication requiring a plan for a working process and concept
about products to be produced. In producing books, the editorial board works with the
writers to design the books based on these five aspects: Good is for books with good
contents; Famous is for points to be written are well-known or writers are well-known;
Unique is for books are totally different from other books; Outstanding is for book covers and
designs are interesting and attractive; and Attractive is for books grab readers’ attention.
These are believed to be main strategies for the success of the publisher and were developed
from Creative Strategy proposed by Duncan (2005) as cited in Sukanda Panpetch (2012) and
editing experiences. In other words, these strategies deal with writers recruiting, book
designing, book naming, and art design.
3) Distributing strategy, used to promote sales by sales and marketing section of
DMG Publishing, publicizes the products of “Contemporary Dhamma Book” and
disseminating news regarding books to be launched on markets. Thus, it is called
“Informational Strategy,” which is part of selling strategy (Duncan, 2005 cited in Sukanda
Panpetch, 2012), which gives an emphasis on the dissemination of news and information
regarding books via marketing public relations (Percey, 2008 cited in Sukanda Panpetch,
2012) to indirectly promote sales volumes to prospective customers using special events
(Duncan, 2005 cited in Sukanda Panpetch, 2012) and to raise customers’ awareness about
new coming books. When new books are released by DMG Publishing, public relations and
special events are the most concern of the publisher because they are considered the most
appropriate channels to disseminate the book products and these channels give importance on
media and internet, allowing readers to have access to most detailed information of the books.
In terms of media relations (Duncan, 2005 cited in Sukanda Panpetch, 2012), DMG
Publishing gives priority to media and it is well accepted by the media. For internet media, it
is found that the integrity of electronic marketing communication, involving continuous
dissemination of news and information regarding book titles, authors/translator, eulogy,
contents, selling points, cover pictures, contents and preview, full text contents, and related
information, helps make “Contemporary Dhamma Book” well-known better than books
read by specific group of readers. Therefore, it is the most important way to publicize the
best points of books and advertise them to the right group of readers.
4) Electronic-based marketing communication strategy, using internet to disseminate news,
promote books, and create relationship with prospective customers, is used by electronic
market section of DMG Publishing. Under this strategy, there are two models, one of which
is the interactive strategy with two ways communication and interaction via websites, social
network, facebook, twitter, and youtube, and the other is DMG Books Application which
allows the access of internet supporting platform and multimedia, such as text, photos, sound,
and video. Overall, DMG Publishing gives the importance on new media because there is no
limit in terms of time, places, and access, leading to keeping in touch with prospective
customers for a long time.
Part 3: Integrated Marketing Communication Procedures of DMG Publishing
1) DMG Publishing has employed six steps in running business. Step One, objectives
setting, is used to set objectives to raise awareness of communication objectives (Duncan,
2005 cited in Sukanda Panpetch, 2012), which directly affects readers and media (setting
customer-focused objectives) in terms of awareness, attitudes, and behaviors. Also, they are
marketing objectives to help increase sales volume both in short and long terms and are able
to be measured in figures irrelevant to baseline or benchmark (Duncan, 2005 cited in
Sukanda Panpetch, 2012).
2) Identifying prospective customers using segmentation based on psychographic
segments (Duncan, 2005 cited in Sukanda Panpetch, 2012) is dividing customers based on
traditional belief and religion, and thus prospective customers are Buddhists with a wide
range of ages. Then, targeting, evaluating, and prioritizing groups of readers based on areas
of interests and open behaviors are processed (Duncan, 2005 cited in Sukanda Panpetch,
2012). Generally, DMG Publishing specifically considers readers’ interests in
“Contemporary Dhamma Book,” together with possible channels of communication to access
to prospective readers. According to an evaluation of prioritizing of DMG Publishing, it was
found that there were three groups of readers: (1) readers who have interests in Dhamma; (2)
social network membership; (3) authors’ fans who individually favor particular authors.
3) Analyzing SWOTs is done once a year in DMG Publishing. Based on an analysis,
it was found that strengths, weaknesses, opportunities, and threats were detected from the
dimension of brand relationship (Duncan, 2005 cited in Sukanda Panpetch, 2012). That is to
say, it is an evaluation based on feedback of readers and media. In terms of SWOTs, an
analysis is done a book by a book with the emphasis on a comparison of DMG Publish books
with other publishers’ books in the same areas of contents. Prioritizing SWOTs is done
based on realistic damages and realistic benefits in the time frame, which is a consideration
on seriousness and immediacy of book revising. However, cost in producing books was not
found as a factor in SWOTs.
4) Strategy development of the integrity of marketing communication of
“Contemporary Dhamma Book” is a way of strategy development combining initiatives and
working experiences, which is called creative ideas, along with market communication
function and media (Duncan, 2005 cited in Sukanda Panpetch, 2012). Conversely, turning
back to White Ocean Strategy, it is initiative arising from marketing and administrative
experiences of Mr. Danai Chanchaochai, the executive of DMG Publishing, who makes use
of his experiences in running business.
5) Budget setting is processed after planning the integrity of marketing
communication of each contemporary Dhamma book is completed and it comes up with a
book cover. Marketing communication allocation is based on the consideration of the
administrative board because producing each book does not use the same amount of budget,
depending on prospective customers and different channels of marketing communication. In
principles, budget setting conforms to the process of marketing communication budget
allocations (Duncan, 2005 cited in Sukanda Panpetch, 2012). In some cases, DMG
Publishing receives supporting budgets from outside organizations.
6) The evaluation of the effectiveness of the integrity of marketing communication of
“Contemporary Dhamma Book” is a form of evaluating effectiveness giving a focus on the
role of continuous feedback (Duncan, 2005 cited in Sukanda Panpetch, 2012). DMG
Publishing derives feedback directly from readers as evidenced by clipping news and
information, and it also receives opinions and suggestions via channels of electronic
communication, records from registering, and sales volumes comparing to the duration of
popularity in competitive markets.
This master’s thesis entitles “Integrity of Marketing Communication Strategies of
Contemporary Dhamma Book” would not have been possible without the help of Dr. Unalom
Chanrungmaneekul, my advisor and Asst. Prof. Dr. Chompoonuch Panyapairote, who gives
constructive advice for this thesis.
I am also deeply grateful to Mr. Danai Chanchaochai, the head executive of DMG
Publishing and his colleagues, namely Pee Bum, the manager of marketing and sales section;
Pee Machi, the manager of electronic market; Pee Yuth, the editor; and Golf Sung, an officer
in marketing and sales section, who always facilitates my data collection.
I would like to express my deepest gratitude to authors, namely Pee Tul (Dangtrin);
Pee Pom (Peetul’s sister); Pee Daeng (Montathip Khunnawatre); and Master Monk Mitsuo
Gavesako for so much time dedicated to my interview.
Besides, I am always indebted to my family members: Ms. Charintr, my mother; Mr.
Sophon, my father; Ann Niratcha, my sister; and Aui Itthipon, my brother, who give me
words of encouragements throughout my study.
Finally, my heartfelt thanks go to Assist. Prof. Doctoral Candidate Natcha Northong
and Dr. Kriangkrai Yaikhong , who inspire me to endeavor to fulfill my master’s degree.
Panpetch, S. (2012). Integrity of Marketing Communication Strategies of DMG
Publishing’s Contemporary Dhamma Book. Unpublished master’s thesis,
Burapha Univeristy, Chon Buri.