Consumer journey analysis led to efficient marketing implementation. A journey represents a path of steps and interaction between consumer and service units at each touchpoint. Dissatisfaction in the touchpoint, causes a negative effect to retain a customer. Previous studies always constructed the journey maps relied on the narrative approach. According to use Google, consumers always face massive websites to access, which is a pain point in the journey. Improving consumer buying, led to the research aims: identifying consumer needs, and reducing SEO pain-point using content relevance indexing. The data (social media posts from the Thai beauty communities in the year 2020) is analyzed and has found that there are two need types: curative and preventive. The study can segment the 150 websites into four groups which reduce the search space. Moreover, the significant words from the wrapping technique can use to create keywords in the homepage introduction that are matching the products to consumer needs.

This research investigation is concerned with determining how well internal collaboration and external collaboration link through logistics performance to influence on marketing performance and competitive performance of the firm. With data collected from 104 general managers from 120 available palm oil companies in southern Thailand, findings indicate that marketing performance was affected by the influence of logistics performance and by the direct and indirect influence of internal collaboration. Competitive performance was affected by external collaboration. When taking into account the role of logistics performance as a mediator, it was found that logistics performance was affected only by internal collaboration and transmitted the effects to marketing performance.

To survive in any crisis, business owners and executives must be able to adapt and change in all aspects of business functions, especially in the marketing function. The aim of the study is to investigate an efficient marketing strategy to provide the implementation for firms' survival. To explore the advantages and how to manage a mass customization strategy in the restaurant business during a pandemic period. The authors conducted the research by selecting restaurants that have proven successful and exploring the key success management factors for further proof. The results show that the moderator, customer collaboration management, of the restaurant sector has a positive impact on the relationship between consumption experience and customer satisfaction through customer engagement. Additionally, the result indicates that the strategic and process implications during a crisis must be tailored to the sub-stages.

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