STRATEGI BERSAING PERUSAHAAN MELALUI PROGRAM INTEGRATED MARKETING COMMUNICATIONS
STRATEGI BERSAING PERUSAHAAN MELALUI PROGRAM INTEGRATED MARKETING COMMUNICATIONS
Abstract
Integrated Marketing Communications merupakan proses pengembangan dan implementasi berbagai bentuk program komunikasi kepada pelanggan dan calon pelanggan secara berkeianjutan, dengan tujuan mempengaruhi atau memberikan eie« langsung kepada perilaku pelanggan atau colon pelanggan sasarannya. Komunikasi pemasaran sangat dibutuhkan untuk memberitahukan keberadaan suatu produk di pasar. Komunikasi pemasaran digunakan sebagai salah satu kekuatan untuk mencapai tujuan pemasaran produk atau iasa, baik jangka pendek maupun jangka panjang. Program komunikasi pemasaran terpadu mencakup bidang perikkman, humas dan marketing
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