INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGY TO PROMOTE MEDIUM ENTERPRISE IN SERVICES BUSINESS

Rahma Santhi, Zinaida (2015) INTEGRATED MARKETING COMMUNICATION (IMC) STRATEGY TO PROMOTE MEDIUM ENTERPRISE IN SERVICES BUSINESS. In: Soseic 2015, 20-21 Februari 2015, Universitas Bina Darma.

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Abstract

Marketing and corporate communications are the main persuasive element the organization can use to connect with its markets by communicating ideas and seeking to impart particular perceptions of brands, products and services to customers, consumers and stakeholders. Nevertheless, the increasingly wider variety of communication and promotional tools together with the modern-day array of on- and off-line channels and media forms can widely disseminate messages. Since the mid-1990’s, the concept of Integrated Marketing Communications (IMC) has come to the fore and attracted considerable attention in the literature. IMC is a combination of various communication and marketing strategies that can be used by small and medium-sized businesses to develop and sales promotion techniques. in this study only discuss about the IMC strategy to support the promotion of the entrepreneurs in the city of Palembang. Using the Qualitative approach method, the author tries to describe how the concept of IMC works to help the promotion of a business process. For this research, case study to review is services business in Palembang city named “De Sun Fitness”. As a part of services business, De Sun Fitness being a role model for success business for services area. Locating in the heart of Palembang city, De sun Fitness will be the example of success full business model using IMC strategy.

Item Type:	Conference or Workshop Item (Paper)
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications H Social Sciences > HN Social history and conditions. Social problems. Social reform H Social Sciences > HT Communities. Classes. Races
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences
Depositing User:	Rahma Santhi
Date Deposited:	15 Aug 2016 02:06
Last Modified:	15 Aug 2016 02:06
URI:	http://eprints.binadarma.ac.id/id/eprint/2994

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