Catalog :




Detail Article

Masyarakat, Kebudayaan dan Politik

ISSN Lama 0216-2407, Baru 2086-7050

Vol. 22 / No. 4 / Published : 2009-10

TOC : 6, and page :324 - 332

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Original Article :

Implementasi komunikasi pemasaran terpadu sebagai penyampai pesan promosi usaha kecil menengah (ukm) di indonesia

Author :

  1. Santi Isnaini*1
  1. Departemen Komunikasi, FISIP, Universitas Airlangga, Surabaya

Abstract :

Recently, Integration Marketing Communications (IMC) approach to marketing communications planning and strategy is being adopted by both large and small companies and has become popular among firms marketing consumer products and services as well as business to business marketers. It is interesting to observe how the IMC approach has been implemented by small and medium sized companies in Indonesia. The difference of small-medium sized companies’ and large companies’ characteristics lead to the difference of marketing communications implementation, especially by using the IMC approach. So this article tries to show the implementation of IMC approach in Indonesia’s small and medium companies.    

Keyword :

Integration Marketing Communications, planning, strategy, business market, implementation,


References :

  1. Belch, G.E. & Belch, M.A, (2004). . () Advertising and Promotion: An Integrated Marketing Communication Perspective. Boston : McGraw Hill-Irwin.
  2. Damping, A.R., (2008). Bentuk-bentuk Komunikasi Pemasaran Audio Lab Sidoarjo. Skripsi. Surabaya : Universitas Airlangga


   


Archive Article

Cover Media Content

Volume : 22 / No. : 4 / Pub. : 2009-01
  1. Perempuan miskin dan makna sosial kemiskinan
  2. Sektor informal kota: analisis teori strukturasi giddens (kasus pedagang pasar keputran kota surabaya)
  3. Mengkaji ulang upaya pencegahan dan pemberantasan terorisme
  4. Resistensi nilai budaya perkawinan endogami pada masyarakat kampung pakoran terhadap modernisasi
  5. Pemikiran tentang pemberdayaan masyarakat desa dan peranan pendidikan tinggi: implementasi kebijakan dari pro konglomerasi ke pro ukm
  6. Implementasi komunikasi pemasaran terpadu sebagai penyampai pesan promosi usaha kecil menengah (ukm) di indonesia
  7. Fenomena budaya dalam penyembuhan penyakit secara tradisional: pijat refleksi dan transfer penyakit dengan media binatang
  8. Perbedaan antara laki-laki dan perempuan: penelitian antropometris pada anak-anak umur 6-19 tahun
  9. Perlawanan para bandit terhadap kolonialisme: kajian post-kolonial cerpen tjerita si tjonat
  10. Strategi untuk peningkatan security menghadapi budaya transaksi wireless di masyarakat