Text

OPTIMALISASI PELAKSANAAN INTEGRATED MARKETING COMMUNICATION DALAM MEMBANGUN BRAND EQUITY PALEMBANG INDAH MALL MENJADI ONE STOP SHOPPING MALL

---

Penilaian

---

Palembang Indah Mall is a world center that aspires to be a "one stop shopping mall" which has more than 80 tenants with a mix of international and national tenants as well as exhibitions from local tenants. This mall is more focused on culinary tenants and cannot be impressed as a one stop shopping mall considering the incomplete tenants. In carrying out marketing communications, we need something called Integrated Marketing Communication. Integrated Marketing Communication is the coordination and integration of all marketing communication tools designed in such a way as to have an impact on customers and stakeholders. In this study, researchers used the Integrated Marketing Communication theory by PR Smith & Ze Zook using qualitative methods and descriptive data types. The data collection techniques used were in-depth interviews and documentation studies. Integrated Marketing Communication has nine dimensions, namely sales, management sales, and key account management, advertising, publicity and public relations, sponsorship, sales promotion, direct mail, exhibitions, merchandising and point of sale, and packaging. The results of this study indicate that the Palembang Indah Mall integrated marketing communication process needs to be improved again so that the implementation of marketing communications at Palembang Indah Mall can run effectively so that the ideals of Palembang Indah Mall to become a one stop shopping mall can be achieved. From this research it is known that Palembang Indah Mall needs to manage and coordinate properly the integrated marketing communications carried out by Palembang Indah Mall. Such as the need for clear coordination between management and tenants and the need to re-plan related to the urgency of public relations where currently Palembang Indah Mall does not yet have a public relations division.

---

Availability

Inventory Code	Barcode	Call Number	Location	Status
2307000905	T86567	T865672023	Central Library (Referens)	Available but not for loan - Not for Loan

Detail Information

Series Title

-

Call Number

T865672023

Publisher

Inderalaya : Jurusan Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2022

Collation

xix, 160 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

658.800 307

Content Type

-

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Jurusan Ilmu Komunikasi
Kamus Marketing

Specific Detail Info

-

Statement of Responsibility

SEPTA

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment