Marketing is inseparable from various fields of work. Both the government and private sectors employ marketing to achieve their goals. Marketing is a constant part of human life. Technology benefits humanity. Today's technology is increasingly sophisticated. This makes it easier for companies to market their products and fosters individual interest in becoming online marketers. Technology creates opportunities for small businesses and self-employed startups.
Marketing is currently developing rapidly. Students must be creative, active, and experimental in their activities, especially entrepreneurship, thus requiring marketing knowledge to support these activities. This book is intended for students and young entrepreneurs. It contains marketing communications course material and will be continually developed to enable students to become business practitioners with critical and advanced analysis and the courage to become young entrepreneurs. The primary reference in this book is "Advertising" by Sandra Moriarty et al., along with supporting references from various sources.
Table of Contents
1. Introduction
2. Acknowledgment
3. About the Author
4. Contents
5. CHAPTER 1. COMMUNICATION
5.1 Definition of Communication
5.2 Marketing Communications
5.3 Interactive Communication Model
5.4 Evaluation
6. CHAPTER 2. MARKETING
6.1 What is Marketing?
6.2 Main Concepts of Marketing
6.3 Introduction Marketing Plan
6.4 Key Points Summary
6.5 Review Questions
6.6 Discussion Questions
7. CHAPTER 3. PRODUCT
7.1 Definition
7.2 Product Diversity
7.3 Product Marketing Mix
7.4 Key Points Summary
7.5 Review Questions
7.6 Discussion Questions
8. CHAPTER 4. PRICE
8.1 What's The Price?
8.2 Pricing Size
8.3 Pricing Strategy
8.4 Key Points Summary
8.5 Review Questions
8.6 Discussion Questions
9. CHAPTER 5. PROMOTION
9.1 Definition of Promotion
9.2 Promotion Elements
9.3 Sponsorship and Event Marketing
9.4 Direct Marketing
9.5 Internet and Interactive Promotion
9.6 The Size of the Direct Response Evaluation
9.7 Public relations and publicity
9.8 Personal selling
9.9 Developing the Promotion Strategy
9.10 Key Points Summary
9.11 Review Questions
9.12 Discussion Questions
10. CHAPTER 6. DISTRIBUTION
10.1 Definition
10.2 Distribution Strategy
10.3 Distributor
10.4 Key Points Summary
10.5 Review Questions
10.6 Discussion Questions
11. CHAPTER 7. PEOPLE, PROCESS, PHYSICAL EVIDENCE
11.1 Customer Loyalty & Customer Satisfaction
11.2 Process Elements
11.3 Physical Evidence
11.4 Key Points Summary
11.5 Review Questions
11.6 Discussion Questions
12. CHAPTER 8. REVIEW MEDIA
12.1 What is Media?
12.2 Printed Media
12.3 Broadcast Media
12.4 Internet & Non-Traditional Media
12.5 Website Evaluation
12.6 Discussion Questions
13. CHAPTER 9. SERVICE
13.1 Definition
13.2 Service Operation System & Service Delivery System
13.3 The Service Delivery System
13.4 Service Marketing Mix
13.5 Key Points Summary
13.6 Review Questions
13.7 Discussion Questions
14. CHAPTER 10. COMMUNICATIONS OBJECTIVES & MARKETING OBJECTIVES
14.1 Communication & Marketing
14.2 Integrated Marketing Communication
14.3 Determine Communications objectives and Marketing Objectives
14.4 Key Points Summary
14.5 Review Questions
14.6 Discussion Questions
15. CHAPTER 11. STRATEGY OF MARKETING COMMUNICATION
15.1 Strategy
15.2 Marketing Communication Strategy
15.3 Key Points Summary
15.4 Review Questions
15.5 Discussion Questions
16. CHAPTER 12. HOW IMPLEMENTATION MARKETING COMMUNICATION?
16.1 Poundland Brighton's Advertising Strategy
16.2 The Service Marketing Communication Strategy of Motorcycle Repair Shop
16.3 How Does Sales Force Increase Repurchase?
16.4 Implementation Words of Mouth Marketing
16.5 Handling Complaints as Part of Marketing Communications Implementation
16.6 Transportation Service Pricing Strategy
16.7 Implementing Marketing Communications Through Remote Working
Objectives & Topics
This book aims to provide students and young entrepreneurs with a comprehensive understanding of marketing communication principles, strategies, and implementation techniques in both traditional and digital environments. It explores how to align communication goals with overall marketing objectives to build long-term customer relationships.
- Core principles of marketing communication and the interactive model.
- Development of effective marketing plans and strategy execution.
- The role of the marketing mix (product, price, place, promotion, people, process, physical evidence).
- Implementation of communication strategies in diverse business contexts.
- Use of digital media, social networks, and word-of-mouth marketing.
- Management of customer feedback and complaint resolution.
Excerpt from the Book
What is Marketing?
Many people define marketing informally as selling, in other words selling means marketing. From the old point of view, marketing is a way of designing products, testing, creating, branding, packaging, pricing, and promoting (Moriarty, Mitchell, Wells, Crawford, Brennan, Spence Stone, 2015). While the AMA (The American Marketing Association) in Morissan defines marketing as follows: the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives (Morissan, 2010). In this definition, the AMA focuses on the consumer. The purpose of traditional marketing in general is to sell products in the form of products and services / ideas.
The process a business uses to satisfy consumer needs and wants by providing goods and services is called marketing. Marketing is an overall system of business activities aimed at planning, pricing, promoting and distributing goods and services that can satisfy the needs of both existing and potential buyers. Asia has been and is undergoing three marketing era (Kertajaya, 2008) before 1998 it was called pseudo marketing. In that era, many people learned to market but not many people applied it. Many monopolies in various business sectors. The company develops because it is close to the government, so competence is not needed. What is needed is a connection. After the Asian crisis, many companies realized that if they wanted to survive, they had to be more competitive. Marketing books are starting to reopen, marketing concepts are starting to be applied, entrepreneurs are doing refocusing so they can concentrate on running a business. market analysis is carried out; competition begins to take place fairly. After 1998, it was called the era of legacy marketing. After 2008, ten years after the Asian crisis, called the era of new wave marketing. In that era, humans were the main focus, supported and mediated by technology.
Summary of Chapters
CHAPTER 1. COMMUNICATION: Discusses the fundamental definition of communication and introduces the interactive communication model to explain how messages flow between senders and receivers.
CHAPTER 2. MARKETING: Defines marketing as a system of business activities and explores how marketing eras have evolved from traditional to new wave approaches mediated by technology.
CHAPTER 3. PRODUCT: Explains the central role of the product in the marketing mix, covering product diversity and its classification according to use and consumer behavior.
CHAPTER 4. PRICE: Analyzes price as a key positioning factor and details various pricing strategies used to satisfy consumers while achieving organizational profitability.
CHAPTER 5. PROMOTION: Examines promotion as a coordination of seller efforts and compares traditional advertising with interactive communication strategies.
CHAPTER 6. DISTRIBUTION: Focuses on the role of distribution channels in transferring products and explores strategies such as pull and push marketing.
CHAPTER 7. PEOPLE, PROCESS, PHYSICAL EVIDENCE: Discusses the importance of high-performing employees and standardized processes in service marketing to achieve customer loyalty.
CHAPTER 8. REVIEW MEDIA: Explores the basics of various media forms, including printed, broadcast, and digital media, and how marketers manage media mixes.
CHAPTER 9. SERVICE: Details the specific challenges of marketing intangible services and the importance of focus in service delivery systems.
CHAPTER 10. COMMUNICATIONS OBJECTIVES & MARKETING OBJECTIVES: Distinguishes between communication purposes and overall marketing goals, and explains how to measure objective effectiveness.
CHAPTER 11. STRATEGY OF MARKETING COMMUNICATION: Explores the concept of marketing communication strategy and the use of frameworks like the Facets of Effect model to influence consumer behavior.
CHAPTER 12. HOW IMPLEMENTATION MARKETING COMMUNICATION?: Analyzes practical implementation through real-world examples, such as retail advertising, complaint handling, and remote work strategies.
Keywords
Marketing communication, entrepreneurship, marketing mix, advertising, product strategy, pricing strategy, distribution channels, customer loyalty, service marketing, digital media, word of mouth, public relations, remote working, consumer behavior, SWOT analysis.
Frequently Asked Questions
What is the core focus of this book?
The book provides a foundational overview of marketing communication specifically tailored for students and young entrepreneurs to help them understand how to effectively reach and engage their target audience.
What are the primary thematic areas covered?
The central themes include the marketing mix (4Ps and 3Ps), marketing strategies, digital media utilization, service marketing, and the practical implementation of communication plans in real-world business scenarios.
What is the primary goal of the author?
The author aims to equip readers with the critical analysis skills and confidence required to function as successful business practitioners and young entrepreneurs in a rapidly developing marketing landscape.
What scientific method is used?
The book integrates theoretical frameworks from established marketing literature (such as Moriarty, Kotler, and AMA) with practical observations of business operations, including case studies of retail and service industries.
What is covered in the main body?
The main body breaks down the essential components of marketing, including product development, pricing, promotion, distribution, and the service-specific components (people, process, physical evidence), followed by strategies for implementation and media selection.
Which keywords characterize the work?
The work is characterized by terms like marketing mix, integrated marketing communication, consumer loyalty, digital strategy, branding, and strategic planning.
How does the author analyze the "Facets of Effect" model?
The author uses this model to explain consumer responses to campaigns, breaking down the process into perception, emotion, cognition, persuasion, behavior, and association to help marketers measure communication success.
How does the book address modern challenges like the pandemic?
The later chapters provide specific insights into how businesses adapted to the Covid-19 pandemic by shifting to remote working, using digital communication tools to reach global markets, and optimizing their pricing and service strategies under new constraints.
- Citation du texte
- Veny Ari Sejati (Auteur), 2026, Marketing Communication for Students and Young Entrepreneurs, Munich, GRIN Verlag, https://www.grin.com/document/1718751
