Running a business is an art in combining various skills. Businesses thrive and advance because companies implement marketing communication planning well. Marketing communication planning is prepared by the marketing division, including background, marketing objectives, tactics, implementation, and evaluating whether the goals or targets have been achieved. The marketing division is a human resource that must have multiple skills such as communication with others, experience in the field of media, meticulous in analyzing problems and problem solving, knowing government regulations, and mathematical rigor.
This book is based on the results of research conducted by the author which can be used as a reference for students and novice businessmen. Marketing communication is not the only determinant of a company's progress, but it is able to generate profits and make the company survive. The marketing division composes marketing communication objectives which consist of communication objectives and marketing objectives. These objectives are implemented according to the marketing communication planning arrangement. This book explains how to implement marketing communication in various companies, so that it can be used as a learning reference for students, marketing divisions, and entrepreneurs.
Inhaltsverzeichnis (Table of Contents)
- CHAPTER 1. RETAIL ADVERTISING STRATEGY
- Why use advertising terms?
- Retail
- How is Poundland Brighton's Advertising Strategy Based on Observational Research?
- Media Advertising
- Website
- Advertising E-mail
- Buzz or Word of Mouth
- Social Media
- Catalog
- Conclusion
- CHAPTER 2. IMPLEMENTATION OF SERVICE MARKETING COMMUNICATION
- Marketing Mix
- The Service Sector and Its Contribution to the Indonesian Economy
- Service Marketing Mix
- What is the service marketing communication strategy in the motorcycle repair shop business?
- Price
- Place/ Cyberspace & Time
- Promotion
- People
- Process of Service Production
- Physical Evidence
- CONCLUSION
- CHAPTER 3. COMMUNICATION AS A DETERMINANT OF REPURCHASE SUCCESS
- Interactive Communication
- Interpersonal Communication
- Consumer Behavior
- How Does Sales Force Increase Repurchase?
- The supporting media for Sales force
- Conclusion
- CHAPTER 4. WORDS OF MOUTH TO ACHIEVE MARKETING COMMUNICATION OBJECTIVES
- Word of mouth (WOM) communication
- How to Implement Words of Mouth Marketing?
- Sales force as a source of marketing WOM
- Online WOM Through Social Media Online
- Conclusion
- CHAPTER 5. HANDLING CONSUMER COMPLAINTS
- Consumers
- Handling complaints from consumers of service products
- Empathy Towards Disappointed Customers
- Fastest in Handling Complaints
- Fairness or Justice in Solving Problems or Complaints
- Ease for Consumers to Contact the Company
- Conclusion
- CHAPTER 6. MARKETING COMMUNICATION MEDIA PLANNING
- Media Basics
- Print Media
- Out of home (OOH) advertising
- Packaging
- Broadcast Media
- The popularity of a TV show
- Internet
- Marketing Communication Media
- Target Audience
- Interactive Internet Media
- BLOG
- Social Media
- Conclusion
- CHAPTER 7. EXAMPLE OF GOAL SETTING FOR SMALL BUSINESSES
- Background
- Goal Setting
- CHAPTER 8. PRICING STRATEGY
- Prices
- Setting prices
- What is the strategy for determining transportation rental service fees
- Pricing Strategy During the Pandemic
- CONCLUSION
- CHAPTER 9. MARKETING COMMUNICATION OBJECTIVES
- Marketing communications
- Implementing marketing communications through remote working
- Disadvantages of Remote Working
- CONCLUSION
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This book aims to provide a practical guide to implementing effective business marketing communication strategies, drawing on the author's research. It serves as a reference for students and entrepreneurs, offering insights into various aspects of marketing communication planning and execution. * Retail advertising strategies * Service marketing communication implementation * The role of communication in repurchase success * Utilizing word-of-mouth marketing * Effective handling of consumer complaintsZusammenfassung der Kapitel (Chapter Summaries)
CHAPTER 1. RETAIL ADVERTISING STRATEGY: This chapter explores retail advertising strategies, focusing on Poundland Brighton as a case study. It analyzes various advertising methods used by the retailer, including traditional media advertising, website presence, email marketing, word-of-mouth campaigns, social media engagement, and catalog marketing. The chapter evaluates the effectiveness of each strategy based on observational research and discusses their combined impact on brand awareness and sales. CHAPTER 2. IMPLEMENTATION OF SERVICE MARKETING COMMUNICATION: This chapter delves into the specifics of service marketing communication, highlighting its importance within the Indonesian economy. It details the service marketing mix (price, place, promotion, people, process, physical evidence) and examines a motorcycle repair shop's strategy as a practical example. The analysis emphasizes how each element of the mix contributes to effective service communication and customer satisfaction. CHAPTER 3. COMMUNICATION AS A DETERMINANT OF REPURCHASE SUCCESS: This chapter investigates the crucial role of communication, both interactive and interpersonal, in driving repeat business. It explores consumer behavior patterns and examines how sales forces, along with supporting media, can influence repurchase rates. The chapter analyzes the dynamics of communication and its impact on customer loyalty and long-term profitability. CHAPTER 4. WORDS OF MOUTH TO ACHIEVE MARKETING COMMUNICATION OBJECTIVES: This chapter focuses on word-of-mouth (WOM) marketing as a powerful tool for achieving marketing communication objectives. It explores different methods of implementing WOM strategies, including leveraging sales forces and utilizing online social media platforms. The chapter emphasizes the importance of understanding and managing WOM for positive brand building and customer engagement. CHAPTER 5. HANDLING CONSUMER COMPLAINTS: This chapter emphasizes the importance of effectively addressing consumer complaints, particularly in the service sector. It explores various approaches to handling complaints, focusing on elements like empathy, speed of response, fairness, and ease of contact. The chapter highlights the significance of complaint handling in maintaining customer satisfaction and building a positive brand reputation. CHAPTER 6. MARKETING COMMUNICATION MEDIA PLANNING: This chapter provides a detailed overview of marketing communication media planning. It covers various media channels, including print, out-of-home advertising, packaging, broadcast media, and the internet, analyzing their relative strengths and weaknesses. The chapter discusses selecting the optimal media mix based on target audience considerations and overall marketing objectives. CHAPTER 7. EXAMPLE OF GOAL SETTING FOR SMALL BUSINESSES: This chapter presents a practical guide to goal setting for small businesses. It discusses the importance of defining clear and measurable objectives and creating actionable plans to achieve those goals. The chapter emphasizes the need for realistic and achievable targets within a specific timeframe. CHAPTER 8. PRICING STRATEGY: This chapter delves into the intricacies of pricing strategies, explaining various methods for setting prices and considering factors such as market demand, competition, and costs. It uses the example of a transportation rental service to illustrate how to determine appropriate fees and also considers pricing strategies during economic uncertainty like a pandemic. CHAPTER 9. MARKETING COMMUNICATION OBJECTIVES: This chapter examines the importance of clearly defined marketing communication objectives. It looks at implementing these objectives in a remote working environment and discusses the potential challenges and drawbacks of remote working in the context of effective marketing communication.Schlüsselwörter (Keywords)
Marketing communication, advertising strategy, retail, service marketing, consumer behavior, repurchase, word-of-mouth marketing, complaint handling, media planning, pricing strategy, goal setting, small business, remote working.
Frequently asked questions about the Language Preview
What is this Language Preview about?
This Language Preview contains a table of contents, objectives, key themes, chapter summaries, and keywords related to business marketing communication strategies. It's intended for academic use, particularly for students and entrepreneurs.
What topics are covered in the book?
The book covers a wide range of marketing topics, including retail advertising strategies, service marketing communication, the role of communication in repurchase success, word-of-mouth marketing, handling consumer complaints, media planning, pricing strategies, and goal setting for small businesses.
What is included in the table of contents?
The table of contents outlines nine chapters: Retail Advertising Strategy, Implementation of Service Marketing Communication, Communication as a Determinant of Repurchase Success, Words of Mouth to Achieve Marketing Communication Objectives, Handling Consumer Complaints, Marketing Communication Media Planning, Example of Goal Setting for Small Businesses, Pricing Strategy, and Marketing Communication Objectives.
What are the key objectives and themes highlighted in the book?
The main objectives include providing practical guidance on effective business marketing communication strategies, serving as a reference for students and entrepreneurs, and offering insights into planning and execution. Key themes encompass retail advertising, service marketing, the impact of communication on repurchase, word-of-mouth marketing, and complaint handling.
Can you summarize the chapter on retail advertising strategy?
Chapter 1 explores retail advertising strategies, using Poundland Brighton as a case study. It analyzes various advertising methods and evaluates their effectiveness through observational research, discussing their impact on brand awareness and sales.
What does the chapter on service marketing communication cover?
Chapter 2 delves into service marketing communication, highlighting its importance within the Indonesian economy. It details the service marketing mix and examines a motorcycle repair shop's strategy as a practical example, emphasizing how each element contributes to customer satisfaction.
What is the focus of the chapter on communication and repurchase success?
Chapter 3 investigates the role of communication, both interactive and interpersonal, in driving repeat business. It explores consumer behavior and examines how sales forces and supporting media can influence repurchase rates.
How does the book address word-of-mouth marketing?
Chapter 4 focuses on word-of-mouth (WOM) marketing as a tool for achieving marketing communication objectives. It explores different implementation methods, including leveraging sales forces and utilizing social media platforms.
What does the chapter on handling consumer complaints emphasize?
Chapter 5 emphasizes effectively addressing consumer complaints, particularly in the service sector. It explores various approaches, focusing on empathy, speed of response, fairness, and ease of contact, highlighting the significance of complaint handling for customer satisfaction.
What does the chapter on marketing communication media planning discuss?
Chapter 6 provides an overview of marketing communication media planning, covering various media channels like print, out-of-home, packaging, broadcast media, and the internet. It discusses selecting the optimal media mix based on the target audience and marketing objectives.
What guidance does the book offer for small businesses?
Chapter 7 provides a practical guide to goal setting for small businesses, emphasizing the importance of defining clear and measurable objectives and creating actionable plans.
What does the chapter on pricing strategy cover?
Chapter 8 delves into pricing strategies, explaining various methods for setting prices, considering factors like market demand, competition, and costs. It uses the example of a transportation rental service to illustrate the concepts, and discusses pricing strategies during a pandemic.
What are the key takeaways from the chapter on marketing communication objectives?
Chapter 9 examines the importance of clearly defined marketing communication objectives. It explores implementing these objectives in a remote working environment and discusses the challenges and drawbacks of remote working in the context of effective marketing communication.
What are some of the key words associated with this material?
Key words include: Marketing communication, advertising strategy, retail, service marketing, consumer behavior, repurchase, word-of-mouth marketing, complaint handling, media planning, pricing strategy, goal setting, small business, remote working.
- Quote paper
- Veny Ari Sejati (Author), 2025, Implementation Of Business Marketing Communication, Munich, GRIN Verlag, https://www.grin.com/document/1556448
