GENERAL INFORMATIONเทสเทส
Name : Asst. Prof. Dr. Ake Pattaratanakun  
Name (Thai) : ผศ. ดร. เอกก์ ภทรธนกุล
Academic Title : Assistant Professor
Department/Program : Marketing
EDUCATION INFORMATION
Year Degree Major University Country
2015 Doctor of Philosophy Marketing Cambridge University United Kingdom
2011 Master of Philosophy (Thesis Distinction) Innovation, Strategy, and Organisation Cambridge University United Kingdom
2009 Master of Management (Dean's Lists Honors) Marketing Cornell University United States
2006 Bachelor of Business Administration (First Class Honors) Marketing Chulalongkorn University Thailand
INTELLECTUAL CONTRIBUTIONS
Peer-Reviewed Journal Articles
"Toward an Improved, Holistic Understanding of ‘Meaningful Destination", Tourism Recreation Research, May.2024-Jun.2024, (Wattanacharoensil, W., Pattaratanakun, A., Taecharungroj, V., Solnet, D.).
"Snapshots of Nature: Harnessing Flickr Data to Frame Sustainable Brand Positioning Strategies for Thailand's National Parks", Journal of Outdoor Recreation and Tourism, 46May.2024, (aecharungroj, V., Vasiljević, D., Pattaratanakun, A.).
"Responding to an unprecedented shock — Elucidating how 113 DMOs changed the marketing communications on Twitter during the COVID-19 crisis", Journal of Destination Marketing & Management, 30Jan.2023-Aug.2023, (Taecharungroj, V., Pattaratanakun, A.).
"Nitric Oxide Synthesis Inhibition and Anti-Inflammatory Effect of Polypeptide Isolated from Chicken Feather Meal in Lipopolysaccharide-stimulated RAW 264.7 Macrophages", Food Technology and Biotechnology, 57(2) : 200-212, Jan.2015-Jun.2019, (Inkanuwat, A., Sukaboon, R., Reamtong, O., Asawanonda, P., Pattaratanakun, A., Saisavoey, T., Sangtanoo, P., Karnchanatat, A.).
"Colors and Intensities Combination on Purchasing Intention in Relaxing Services: A Virtual Reality Experimental Research", Chulalongkorn Business Review, 40(156) : 179-208, Apr.2018-Jun.2018, (Ruenrom, G., Pattaratanakun, A.).
""Pay-what-you-want” as Threshold Public Good Provision", Organizational Behavior and Human Decision Processes, 127 : 30-43, Jan.2014-Jul.2015, (Mak, V,. Zwick, R., Rao, A. R., Pattaratanakun, J. A.).
"Culture Moderates Biases in Search Decisions", Psychological Science, 26(8) : 1229-1240, Jan.2012-Feb.2015, (Pattaratanakun, A., Mak, V.).
"Corporate Brand Success Valuable: An Integrative Approach to Measuring Corporate Brands", The International Journal of Business Strategy, 12(3) : 100-108, Sep.2012, (Ruenrom, G., and Pattaratanakul, S.).
"Towards Diffusion of Innovations: Conceptual Commonalities and Contradictions", Chulalongkorn Business Review, 132Apr.2012-Jun.2012, (Pattaratanakun, S.).
"Capturing Dimensions of Corporate Brand Identity from Diachronic, Synchronic, and Panchronic Viewpoints", Chulalongkorn Business Review, 129 : 121-140, Jul.2011-Sep.2011, (Pattaratanakun, S. and Puriwat, W.).
"Essentials of Yield Management Concept: The Introduction of YM to Asian Traditional Hospitality Firms", The Journal of American Academy of Business, Cambridge, 16(2)Dec.2010-Mar.2011, (Pattaratanakun, S.).
"Assessing the Predictability and Cost-Benefit of Admission Criteria of the Graduate Program in Business: A Case Study", The Business Review, Cambridge, 14(1) : 118-124, Nov.2009-Dec.2009, (Pattaratanakun, S.).
"Deciding Factors, Satisfaction, and Attitudes towards Tourism in Bangkok in Consequence to the Political Unrest in Thailand: A Case Study of 2006 - 2007", Chulalongkorn Business Review, 30(115-116) : 178-201, Jan.2008-Jun.2008, (Pattaratanakul, Suppakorn.).
"Marketing and Sufficiency Economy", Tax and Business Review, 1(2) : 74-77, Apr.2007-May.2007, (Pattaratanakul, Suppakorn.).
"Thailand's Marketing Trends in 2008", Tax and Business Review, 1(3 and 4) : 73-76 and 72-75, Nov.2007, (Pattaratanakun, Suppakorn.).
Editorial-Reviewed Journal Articles
Peer-Reviewed Academic/Professional Meeting Proceedings
"The Effects of Hue and Chroma Combinations on Purchase Intention: A Virtual Reality Experimental Research"5th Academic International Conference on Multi-Disciplinary Studies and Education and 3rd Academic International Conference on Business, Economics and Management, จากโครงการ จินตทัศน์ทางธุรกิจ (Business Visualization)Jan.2018, (Ruenrom, G., Pattaratanakun, A.).
"The Intensity of Colors Combination on Purchasing Intention in Relaxing Services"Quality and Business Management Conference 2017, Dubai, United Arabs Emirates Mar.2017, (Ruenrom, G., Pattaratanakun, A.).
"Culture Moderates Biases in Search Decisions"The Emerging Market Conference Board 2016, Bangkok, Thailand 2016, (Pattaratanakun, A., Mak, V.).
"Culture Moderates Biases in Search Decisions"The 2015 Asia Pacific ACR Conference, Hong Kong Jun.2015, (Pattaratanakun, A., Mak, V.).
"Corporate Brand Success Valuation: The Revision and the Relationship between the Corporate Brand Values and the Companies’ Sales"HBMeU Congress 2014 Proceedings, 7th Quality Conference in the Middle East Toward a Sustainable Excellence: Leading a Successful Transformation, Dubai, United Arabs Emirates 2014-2014, (Ruenrom, G., Pattaratanakun, A.).
"Corporate Brand Success Valuation and the Integrative Approach to Innovation in Measuring Corporate Brands"2011 Global Business Conference, 1, Innovation InstituteSep.2011-Sep.2011, (Ruenrom, G., Pattaratanakun, S.).
Peer-Reviewed Academic/Professional Meeting Presentations
"A Cross-cultural Study of Price Search Decisions", ACR North America Conference (Competitive paper session), Oct.2013-Oct.2013, (Suppakron Pattaratanakun and Vincent Mak).
"Cultural Differences in Price Search Decisions", Marketing Science Conference, Aug.2013-2013, (Pattaratanakun. S., Mak. V.).
Textbooks
Textbook Chapters
eBooks
Monographs
Research Grants
"Brand Trust Index of Real Estate Industry in Thailand (Funding from Chula Unisearch, Chulalongkorn University)", 2017, (Ruenrom, G., Pattaratanakun, A.).
"Thailand's Top Corporate Brand Values (กำหนดเผยแพร่ผลงานวิจัยที่ตลาดหลักทรัพย์แห่งประเทศไทย วันที่ 16 สิงหาคม 2560)", 2017, (Ruenrom, G., Pattaratanakun, A.).
"The Most Powerful Product Brand Ranking 2016 and Thai Consumers Decision Making Style among Product Types", 2016, (Unahanandh, S., Puriwat, W., Eiamkanchanalai, S., Assarut, N., Hoonsopon, D., Pattaratanakun, A., Pongtanalert, K.).
"The Brand Products Ranking and the Factors Evaluation to Success of the Brand Products.", Oct.2013-Feb.2015, (Unahanandh, S., Eiamkanchanalai, S., Sangsuwan, T., Assarut, N., Puriwat, W., Hoonsopon, D., Pattaratanakun, A., Pongtanalert, K.).
"The Tools Developing to Evaluate the Value of Brand's Products and Brand's Products Ranking and Study to the Brand's Products Prototype which Success in Thailand", Sep.2011-Sep.2012, (Unahanandh, S., Ruenrom, G., Kometsopa, P., Sangsuwan, T., Assarut, N., Soonsawad, P., Pattaratanakun, A., Hongsuchon, T.).
Working Papers
Work-In-Progress
"An Experimental Study on One Buyer-multiple Seller Negotiations with Time", 2013- Present, (Mak, V., Eyran J.G., Rapoport, A., Zwick, R., Pattaratankun, S.).
Competitive Research Awards Received
Professional Practice Standards or Public Policies
"The Most Powerful Product Brand Ranking 2023"Aug.2023, (Assarut, N., Pongtanalert, K., Hoonsopon, D., Pusaksrikit, T., Juntongjin, P., Puriwat, W., Eiamkanchanalai, S., Kanarattanavong, A., Pattaratanakun, A., Wattanasupachoke, T., Hongsuchon, T., Unahanandh, S.).
"The Most Powerful Product Brand Ranking 2022"Aug.2022, (Assarut, N., Pongtanalert, K., Hoonsopon, D., Pusaksrikit, T., Juntongjin, P., Puriwat, W., Eiamkanchanalai, S., Kanarattanavong, A., Pattaratanakun, A., Wattanasupachoke, T., Hongsuchon, T., Unahanandh, S.).
"The Most Powerful Product Brand Ranking 2021"Aug.2021, (Assarut, N., Pongtanalert, K., Hoonsopon, D., Pusaksrikit, T., Juntongjin, P., Puriwat, W., Eiamkanchanalai, S., Kanarattanavong, A., Pattaratanakun, A., Wattanasupachoke, T., Hongsuchon, T., Unahanandh, S.).
"The Most Powerful Product Brand Ranking 2020"Aug.2020, (Assarut, N., Pongtanalert, K., Hoonsopon, D., Pusaksrikit, T., Juntongjin, P., Puriwat, W., Eiamkanchanalai, S., Kanarattanavong, A., Pattaratanakun, A., Wattanasupachoke, T., Hongsuchon, T., Unahanandh, S.).
"The Most Powerful Product Brand Ranking 2018 and Product Brand Health Check Model"Aug.2018, (Assarut, N., Pongtanalert, K., Hoonsopon, D., Puriwat, W., Eiamkanchanalai, S., Kanarattanavong, A., Pattaratanakun, A., Hongsuchon, T.).
"Product Brand Ranking 2016 and Thai Consumers Decision Making Style"Aug.2016, (Assarut, N., Pongtanalert, K., Hoonsopon, D., Puriwat, W., Eiamkanchanalai, S., Kanarattanavong, A., Pattaratanakun, A., Hongsuchon, T.).
Case Studies
Online Teaching Courses
Software/Simulations
Non Peer-Reviewed Journals and Articles
"Jatukham Amulet: A Case of Unsustainable Marketing Trend in Thailand", Petra: Chulalongkorn Business School Alumni Magazine : 80-81, 2008, (Pattaratanakun, Suppakorn.).
Non Peer-Reviewed Proceedings Published
Non Peer-Reviewed Academic/Professional Meeting Presentations
Newspaper Articles
Books
"Media Disruption", 1 Edition, Thai PBS, 2021, (Suwannasawas, S., Sirakarn, S., Kerdpibulvej, C., Trirayapiwat., M., Pattaratanakun, A., Srisarakam, S.).
"Marketing Genius (English Version)", 1 Edition, Chulalongkorn University Press, 2017
"Marketing Genius: Low-cost Marketing", 1 Edition, Amarin, 2017
"Marketing Gurus'", 9 Edition, Chulalongkorn University Press, 2016, (Pattaratanakun, A.).
"Marketing Must-Knows", 2 Edition, Chulalongkorn Press, The Best Seller of Chulalongkorn University Book Center for 2 weeks, 2012, (Ruenrom G., Pattaratanakun S.).
Book Chapters
Academic Promotion Materials
Reviews of Peer-Reviewed Journals
Funded Research Reports
Patent
Others
"Service Marketing", 2018-2020, (Pattaratanakun, A.).
"Thailand’s Top Corporate Brand Values and Thailand’s Corporate Brand Rising Stars 2015", Nov.2015, (Ruenrom, G., Pattaratanakun, A.).
""Marketing Gurus", Pattaratanakun, A., The Best Seller of Chulalongkorn University Book Center for 53 weeks.", .2015
"Thailand’s Top Corporate Brand Values and Thailand’s Corporate Brand Rising Stars 2014", Nov.2014, (Ruenrom, G., Pattaratanakun, A.).
"Thailand’s Top Corporate Brand Values and Thailand’s Corporate Brand Rising Stars 2013", Sep.2013, (Ruenrom, G., Pattaratanakun, A.).
"Thailand’s Top Corporate Brand Values and Thailand’s Corporate Brand Rising Stars 2012", Sep.2012, (Ruenrom, G., Pattaratanakun, A.).
Teaching Information
Year Term CourseCode CourseName
2023 Semester/1 2605414 SERVICE MARKETING
2023 Semester/1 2605628 SERVICE MARKETING STRATEGY
2023 Semester/1 2605677 BRAND MANAGEMENT AND COMPETITIVE BRAND STRATEGY
2023 Semester/1 2605677 BRAND MANAGEMENT AND COMPETITIVE BRAND STRATEGY
2023 Semester/1 2605681 ADVANCED SERVICE MARKETING AND BRAND DEVELOPMENT
2023 Semester/1 2605648 SEMINAR IN GLOBAL BRANDING
2023 Semester/2 2605491 SEMINAR IN MARKETING
2023 Semester/2 2605628 SERVICE MARKETING STRATEGY
2023 Semester/2 2605700 SPECIAL PROJECT I
2023 Semester/2 2605700 SPECIAL PROJECT I
2023 Semester/2 2605701 SPECIAL PROJECT II
2023 Semester/2 2605701 SPECIAL PROJECT II
2023 Semester/2 2605896 COMPREHENSIVE EXAMINATION
2023 Semester/2 2605896 COMPREHENSIVE EXAMINATION
2023 Semester/Summer 2605684 GLOBAL MARKETING EXPERIENCE
2023 Semester/Summer 2605700 SPECIAL PROJECT I
2023 Semester/Summer 2605896 COMPREHENSIVE EXAMINATION
2023 Semester/Summer 2605896 COMPREHENSIVE EXAMINATION
2023 Semester/Summer 2605628 SERVICE MARKETING STRATEGY
2023 Semester/Summer 2605648 SEMINAR IN GLOBAL BRANDING
2023 Semester/Summer 2605701 SPECIAL PROJECT II
2023 Int'l Semester/1 2605320 CURRENT ISSUES IN MARKETING
2023 Int'l Semester/1 2605431 MARKETING PLANNING AND CONTROL
2023 Int'l Semester/2 2605320 CURRENT ISSUES IN MARKETING
2022 Semester/1 2605414 SERVICE MARKETING
2022 Semester/1 2605512 MARKETING FOR VALUE CREATION
2022 Semester/1 2605628 SERVICE MARKETING STRATEGY
2022 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2022 Semester/1 2605646 BRAND BUILDING STRATEGY
2022 Semester/1 2605648 SEMINAR IN GLOBAL BRANDING
2022 Semester/1 2605677 BRAND MANAGEMENT AND COMPETITIVE BRAND STRATEGY
2022 Semester/1 2605677 BRAND MANAGEMENT AND COMPETITIVE BRAND STRATEGY
2022 Semester/2 2605491 SEMINAR IN MARKETING
2022 Semester/2 2605628 SERVICE MARKETING STRATEGY
2022 Semester/2 2605646 BRAND BUILDING STRATEGY
2022 Semester/2 2605700 SPECIAL PROJECT I
2022 Semester/2 2605700 SPECIAL PROJECT I
2022 Semester/2 2605701 SPECIAL PROJECT II
2022 Semester/2 2605701 SPECIAL PROJECT II
2022 Semester/2 2605896 COMPREHENSIVE EXAMINATION
2022 Semester/2 2605896 COMPREHENSIVE EXAMINATION
2022 Semester/Summer 2605628 SERVICE MARKETING STRATEGY
2022 Int'l Semester/2 2605429 BRAND BUILDING FOR SERVICE MARKETING
2021 Semester/1 2605414 SERVICE MARKETING
2021 Semester/1 2605511 MARKETING ANALYSIS
2021 Semester/1 2605512 MARKETING FOR VALUE CREATION
2021 Semester/1 2605515 PROFESSIONAL SERVICE MARKETING
2021 Semester/1 2605628 SERVICE MARKETING STRATEGY
2021 Semester/1 2605628 SERVICE MARKETING STRATEGY
2021 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2021 Semester/1 2605648 SEMINAR IN GLOBAL BRANDING
2021 Semester/2 2605491 SEMINAR IN MARKETING
2021 Semester/2 2605628 SERVICE MARKETING STRATEGY
2021 Semester/2 2605646 BRAND BUILDING STRATEGY
2021 Semester/2 2605673 INTEGRATED BRAND AND MARKETING COMMUNICATION STRATEGY
2021 Semester/2 2605896 COMPREHENSIVE EXAMINATION
2021 Semester/Summer 2605628 SERVICE MARKETING STRATEGY
2021 Int'l Semester/2 2605429 BRAND BUILDING FOR SERVICE MARKETING
2020 Semester/1 2605414 SERVICE MARKETING
2020 Semester/1 2605511 MARKETING ANALYSIS
2020 Semester/1 2605512 MARKETING FOR VALUE CREATION
2020 Semester/1 2605515 PROFESSIONAL SERVICE MARKETING
2020 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2020 Semester/1 2605648 SEMINAR IN GLOBAL BRANDING
2020 Semester/2 2605628 SERVICE MARKETING STRATEGY
2020 Semester/2 2605673 INTEGRATED BRAND AND MARKETING COMMUNICATION STRATEGY
2020 Semester/2 2605491 SEMINAR IN MARKETING
2020 Semester/2 2605414 SERVICE MARKETING
2020 Semester/2 2605646 BRAND BUILDING STRATEGY
2020 Semester/2 2605746 ADVANCED MARKETING THEORY
2020 Semester/2 2605701 SPECIAL PROJECT II
2020 Semester/2 2605700 SPECIAL PROJECT I
2020 Semester/2 2605896 COMPREHENSIVE EXAMINATION
2020 Semester/Summer 2605701 SPECIAL PROJECT II
2020 Int'l Semester/1 2605414 SERVICE MARKETING
2020 Int'l Semester/Summer 2605429 BRAND BUILDING FOR SERVICE MARKETING
2019 Semester/1 2605511 MARKETING ANALYSIS
2019 Semester/1 2605512 MARKETING FOR VALUE CREATION
2019 Semester/1 2605414 SERVICE MARKETING
2019 Semester/1 2605414 SERVICE MARKETING
2019 Semester/1 2605515 PROFESSIONAL SERVICE MARKETING
2019 Semester/2 2605414 SERVICE MARKETING
2019 Semester/2 2605491 SEMINAR IN MARKETING
2019 Semester/2 2605646 BRAND BUILDING STRATEGY
2019 Semester/2 2605628 SERVICE MARKETING STRATEGY
2019 Int'l Semester/1 2605429 BRAND BUILDING FOR SERVICE MARKETING
2019 Trimester/1 2605501 MARKETING MANAGEMENT
2019 Trimester/1 2605605 SERVICE MARKETING MANAGEMENT
2018 Semester/1 2605414 SERVICE MARKETING
2018 Semester/1 2605414 SERVICE MARKETING
2018 Semester/1 2605511 MARKETING ANALYSIS
2018 Semester/1 2605512 MARKETING FOR VALUE CREATION
2018 Semester/2 2605311 PRINCIPLE OF MARKETING
2018 Semester/2 2605414 SERVICE MARKETING
2018 Semester/2 2605491 SEMINAR IN MARKETING
2018 Semester/2 2605646 BRAND BUILDING STRATEGY
2018 Semester/Summer 2605648 SEMINAR IN GLOBAL BRANDING
2018 Int'l Semester/1 2605311 PRINCIPLE OF MARKETING
2018 Int'l Semester/Summer 2605311 PRINCIPLE OF MARKETING
2018 Trimester/1 2605501 MARKETING MANAGEMENT
2018 Trimester/1 2605605 SERVICE MARKETING MANAGEMENT
2018 Trimester/3 2605605 SERVICE MARKETING MANAGEMENT
2017 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2017 Semester/1 2605414 SERVICE MARKETING
2017 Semester/1 2605414 SERVICE MARKETING
2017 Semester/2 2605311 PRINCIPLE OF MARKETING
2017 Semester/2 2605491 SEMINAR IN MARKETING
2017 Semester/2 2605425 MARKETING STRATEGY
2017 Semester/2 2605425 MARKETING STRATEGY
2017 Semester/2 2605414 SERVICE MARKETING
2017 Int'l Semester/1 2605311 PRINCIPLE OF MARKETING
2017 Trimester/1 2605605 SERVICE MARKETING MANAGEMENT
2017 Trimester/3 2605501 MARKETING MANAGEMENT
2017 Trimester/3 2605605 SERVICE MARKETING MANAGEMENT
2016 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2016 Semester/1 2605414 SERVICE MARKETING
2016 Semester/1 2605414 SERVICE MARKETING
2016 Semester/2 2605311 PRINCIPLE OF MARKETING
2016 Semester/2 2605414 SERVICE MARKETING
2016 Semester/2 2605491 SEMINAR IN MARKETING
2016 Int'l Semester/1 2605311 PRINCIPLE OF MARKETING
2016 Trimester/1 2605605 SERVICE MARKETING MANAGEMENT
2016 Trimester/3 2605501 MARKETING MANAGEMENT
2016 Trimester/3 2605605 SERVICE MARKETING MANAGEMENT
2015 Semester/1 2605311 PRINCIPLE OF MARKETING
2015 Semester/1 2605414 SERVICE MARKETING
2015 Semester/1 2605414 SERVICE MARKETING
2015 Semester/1 2605481 MARKETING RESEARCH
2015 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2015 Semester/2 2605311 PRINCIPLE OF MARKETING
2015 Semester/2 2605744 SEMINAR IN ADVANCED MARKETING
2015 Int'l Semester/1 2605311 PRINCIPLE OF MARKETING
2015 Trimester/1 2605605 SERVICE MARKETING MANAGEMENT
2015 Trimester/2 2605605 SERVICE MARKETING MANAGEMENT
2015 Trimester/3 2605501 MARKETING MANAGEMENT
2015 Trimester/3 2605605 SERVICE MARKETING MANAGEMENT
2014 Semester/1 2605642 SERVICE MARKETING OPERATIONS
2014 Semester/Summer 2605311 PRINCIPLE OF MARKETING
2013 Semester/1 2605623 SEMINAR IN SERVICE MARKETING
2012 Semester/1 2605623 SEMINAR IN SERVICE MARKETING
2010 Semester/1 2605420 MARKETING FOR TRAVEL INDUSTRY
2010 Semester/1 2605311 PRINCIPLE OR MARKETING
2010 Int'l Semester/1 2605311 PRINCIPLE OR MARKETING
2009 Semester/1 2605311 PRINCIPLE OF MARKETING
2009 Semester/2 2605311 PRINCIPLE OF MARKETING
2009 Semester/2 2605414 SERVICE MARKETING
2009 Semester/2 2605605 SERVICE MARKETING MANAGEMENT
2009 Semester/Summer 2605623 SEMINAR IN SERVICE MARKETING