Sri Utami, Sri Utami (2024) Analisis Integrated Marketing Communication (IMC) Dalam Meningkatkan Market Share :Case Study Produk Literasi Selingkar Yogyakarta. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to provide valuable guidance for marketing practitioners and product developers in developing appropriate and effective IMC strategies. So this research can encourage increased awareness, acceptance and adoption of literacy education products in Selingkar. In this research, descriptive qualitative data collection techniques were used, as well as the data collection process through observation, interviews and documentation. The source of this research is the founder of Selingkar and marketing officer of Selingkar. The research results show that Selingkar has implemented an integrated IMC strategy, including advertising, direct marketing, sales promotion, personal sales, sponsorship, word of mouth, public relations and social media marketing which have an impact on Market share . However, the application of IMC is still limited to technology. Additionally, this integration helps manage marketing budgets more effectively and allows for more accurate measurement of campaign results. Keywords: Integrated Marketing Communication, Market share, Marketing Strategy
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Sri Utami | ||||||||
| Date Deposited: | 02 Feb 2024 07:07 | ||||||||
| Last Modified: | 02 Feb 2024 07:07 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20950 |
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