Marketing Communication


Sumber :

Marketing is a societal process by which individuals and groups obtain what they need and want through creating, offering, and freely exchanging products and services of value with others. Kotler & Keller (2012:5). Marketing management as the art and science of choosing target markets and getting, keeping,and growing customers through creating, delivering, and communicating superior customer value. Kotler & Keller (2012:5). Kotler & Keller (2012; 498-501) say that, Marketing communications are means by which firms attempt to inform, persuade, and remind consumers – directly or indirectly – about the products and brands they sell

According Kotler & Amstrong (2012:51). There is four variables on marketing mix:

  • Product means the goods and service combination the company offers to the target market.
  • Price is the amount of money customers must past to obtain the product.
  • Place includes company activities that make the product available to target consumers.
  • Promotion means activities that communicate the merits of the product and persuade target customers to buy it.

Marketing Communication Mix

  • Advertising
  • Sales Promotion
  • Even and Experiences
  • Public Relations and Publicity
  • Direct Marketing
  • Interactive Marketing
  • Word of Mouth Marketing
  • Personal Selling