The purpose of writing this book is to explain how to plan marketing communications for students and beginners’ marketers.
We are now entering the era of global marketing. The world of industry and business is following the development of communication technology so marketers must compete for a place in the heart of society. Marketers run and use various strategies to keep up with technological developments so as not to sink and die while technology facilitates business. Some of the advances of communication technology in the world of marketing are the birth of marketers and new products, making small marketers famous, people remembering forgotten products, and people knowing new products.
Making marketing communication planning is an easy job, only we have to be careful and patient. Situation analysis is an initial process, explaining objectives, making strategies to use, implementation, and finally evaluation. Consumers are becoming more selective, active, and critical, so making marketing communication planning and implementing it accordingly is essential for marketers to objective and accurate targets. Examples of marketing communications objectives such as informing about new products, reminders, sales programs, positive brand image, desired profits, increased number of customers, etc.
Table of Contents
- INTRODUCTION
- Acknowledgments
- About the Author
- FIGURE
- PART 1. MARKETING CONCEPTS
- CHAPTER 1. MARKETING
- What is marketing?
- Key concepts of marketing
- Basic Marketing Plan:
- Key Points Summary
- Review Questions
- Discussion Questions
- CHAPTER 2. WHAT AND WHY PRODUCTS
- Definition
- Product diversity
- Product marketing mix
- Key Points Summary
- Review Questions
- Discussion Questions
- CHAPTER 3: WHAT AND HOW IS THE SERVICE ?
- Definition
- Focus on Service
- Service characteristics
- Service Operation System & Service Delivery System
- Bauran Pemasaran Jasa
- Key Points Summary
- Review Questions
- Discussion Questions
- CHAPTER 4. PRICE ELEMENTS
- What's the price?
- Price size
- Strategi harga
Objectives and Key Themes
The primary goal of this book is to provide a comprehensive guide for students and aspiring marketers on the fundamentals of marketing communication planning. The author emphasizes the importance of adapting to the evolving digital landscape and the need for effective strategies in the competitive world of marketing.
- The importance of marketing communication planning in a rapidly changing global market
- The need for effective communication strategies to reach and engage target audiences
- Understanding the core elements of marketing, including product, price, place, and promotion
- The significance of considering diverse marketing channels and technologies
- The importance of analyzing market trends and consumer behavior
Chapter Summaries
Chapter 1 introduces the fundamental concepts of marketing and highlights its importance in today's globalized business environment. This chapter explains how to develop a basic marketing plan, emphasizing the need for comprehensive analysis and effective strategy implementation.
Chapter 2 delves into the significance of product in marketing, exploring its definition, diversity, and the key components of a product's marketing mix.
Chapter 3 focuses on the definition and characteristics of services, emphasizing their unique aspects compared to tangible products. The chapter discusses various service operation and delivery systems and highlights the importance of understanding these factors for effective marketing strategies.
Chapter 4 delves into the crucial element of price in marketing, discussing its definition, various pricing structures, and the importance of strategic pricing decisions.
Keywords
Key concepts and focus topics explored in this book include marketing communication planning, global marketing, digital marketing, target audiences, product marketing mix, service marketing, price strategies, and consumer behavior analysis.
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- V.A Sejati (Autor), 2024, Marketing Communication, Concepts, Promotion and Distribution, Múnich, GRIN Verlag, https://www.grin.com/document/1477114
