Marketing in Crisis Era: Thai Experts Unveil Strategies for Uncertain Times

The Marketing Association of Thailand, in collaboration with the Department of Marketing, Faculty of Commerce and Accountancy, Chulalongkorn University, held a press conference to mark the association’s 60th anniversary, along with a forum titled “Marketing in a World of Crisis.” The event took place on Thursday, March 5, 2026, at CBS Cinema, 3rd Floor, Chaiyossombat 1 Building, Faculty of Commerce and Accountancy, Chulalongkorn University. The opening remarks were delivered by Associate Professor Dr. Tartat Mokkhamakkul, Dean of the Faculty of Commerce and Accountancy. 

On this occasion, Dr. Buranin Rattanasombat, President of the Marketing Association of Thailand, and Assistant Professor Dr. Ake Pattaratanakun, Head of the Department of Marketing at Chulalongkorn Business School, announced the upcoming 60th anniversary celebration of the Marketing Association of Thailand and participated in a forum discussion. 

As part of the anniversary celebration, the association will honor outstanding marketers who have made significant contributions to the country by inducting them into the “Thailand Marketing Hall of Fame,” an honor bestowed every 10 years. This year will also see the presentation of the “Most Inspiring Marketers Award,” recognizing influential marketers who have inspired others and contributed to driving Thailand’s economy and society forward. 

Dr. Buranin Rattanasombat noted that over the past six decades, the association has served as a hub for developing marketing knowledge, building professional networks, and advancing Thailand’s marketing profession. On the occasion of its 60th anniversary, the association aims to elevate the role of marketing as a key strategy for driving Thailand’s economy and society toward sustainability. 

To elevate the selection process, the association has established a strategic partnership with the Department of Marketing at Chulalongkorn Business School. The collaboration integrates academic knowledge, research insights, and empirical data into the evaluation process to ensure that the selection is comprehensive, transparent, and internationally recognized, reinforcing the awards as the highest honor in Thailand’s marketing profession. 

“Marketing cannot exist without marketers. On our 60th anniversary, we want to highlight that Thai marketers are vital gears that help drive organizations, businesses, and the nation forward,” he said. 

Assistant Professor Dr. Ake Pattaratanakun added that, thanks to the collaboration with academic experts from the Department of Marketing, this year’s selection process has become more rigorous and systematic. The process incorporates over 10 years of collected statistical data from more than 100,000 nationwide samples, combined with nominations from a respected Expert Panel of leading figures in Thailand’s marketing industry. 

By applying research methodologies, statistical data analysis, and expert evaluation based on criteria covering achievements, industry impact, and contributions to society, the organizers aim to ensure that those honored truly represent exemplary figures in the marketing profession. 

The “Thailand Marketing Hall of Fame” and “Most Inspiring Marketeers Award” ceremonies aim to recognize individuals with outstanding achievements and significant influence on the development of Thailand’s marketing sector, while also inspiring both current and future generations of marketers. 

The event also featured a forum titled “Marketing in a World of Crisis,” where the speakers discussed the role of marketing in navigating today’s economic and business challenges. 

Dr. Buranin explained that although ASEAN is not directly at the center of conflicts in the Middle East, the region has been heavily affected by global supply chain disruptions, particularly in the energy sector. These disruptions have contributed to high inflation and persistent interest rates, signaling a shift in globalization toward a more fragmented global landscape. 

To cope with short-term impacts, businesses must remain calm, gather deep marketing insights by directly engaging customers, and build business alliances to share burdens and improve efficiency. Companies should also focus on local products and regional development to reduce future supply chain risks. 

For the long term, he recommended four guiding principles:

• Redefining marketing, 
• Building mental resilience, 
• Reforming and adapting to the new world, and 
• Redesigning systems with technology integration. 

Dr. Ake Pattaratanakun added that high levels of uncertainty often lead consumers to delay or reduce spending. According to a survey by the Marketing Association of Thailand, this is the first year that marketing budgets have been significantly reduced, with even deeper cuts occurring during periods of regional conflict. 

He proposed four marketing strategies that businesses should apply together to encourage consumer spending:

1. Less is More 

In times of uncertainty, consumers become cautious about spending. Businesses can reduce product size or commitment levels to make purchasing decisions easier—encouraging customers to buy smaller quantities but more frequently. 

2. Niche but Wide 

Focus on a highly specific target group that, despite its niche nature, has a sufficiently large customer base and purchasing power—often with minimal competition. 

3. Quiet but Loud 

Reduce broad advertising methods such as large billboards and instead use technology-driven targeted marketing. Ads may not be visible to the general public but can be extremely powerful for the intended audience. 

4. Cheap & Good 

Design marketing campaigns with low costs but high impact, helping organizations protect their budgets during periods of marketing budget cuts. 

Dr. Ake emphasized that businesses must apply all four strategies together. For instance, it would not be effective to adopt a “Less is More” product strategy while simultaneously investing heavily in expensive advertising campaigns that contradict the “Cheap & Good” principle. 

For small and medium-sized enterprises (SMEs) in particular, he suggested avoiding price wars with large corporations, which possess stronger financial resources. Instead, SMEs should focus on deeply understanding niche customer segments and tailoring strategies to serve those markets effectively.

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