Informasi Detail
| Call Number | : | 321 Put s 2012 - 1 |
| Judul | : | Strategi Komunikasi Pemasaran Terpadu Pada Industri Penerbitan Buku (Studi Deskriptif Pada Amara Books dan Yudistira) |
| Judul Asli | : | |
| Judul Seri | : | |
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| Pengarang | : | PUTRI\06331001 PUNGKAS KARTIKA PEMBIMBING: Yusuf Iwan Awaluddin |
| Subyek | : | 1.PEMASARAN TERPADU 2.PENERBITAN BUKU 3.AMARA BOOKS 4.YUDISTIRA |
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| Abstrak | : | Pungkas Kartika Putri, 06,331,001. Integrated Marketing Communications Strategy In Book Publishing Industry (Descriptive Study In Amara Books And Yudhishthira). Bachelor Thesis. Communication Study Program, Faculty of Psychology and Social Sciences Culture, Islamic University of Indonesia. Of 2012. Publisher or publishing is an industry that concentrates on producing and reproducing a literature and information, or an activity of making information that can be enjoyed by the public. Publisher is in charge of receiving the manuscript, and processing it further (such as editing), asking for assistance in receiving orders for printing a book and print a certain amount, then distributing these books through the bookstore and/ or sales agents. While publishing companies are in charge of receiving the order of materials that must be printed, copying, and then submitting the results to the customer. This study aims to explain and describe and compare what is applied to the marketing of Yudhishthira and Amara Books Publisher in integrating the various functions of Integrated Marketing Communications (IMC), which includes the process of advertising, sales promotion, public relations / publicity, personal selling, direct marketing, sponsorship, and exhibitions. Researchers used a qualitative descriptive research type with the phenomenological approach. In the phenomenological approach, researchers conducted interviews and direct observation of the object under study. Data analysis using interactive analytical model that consists of three main things, namely data reduction, data presentation, and drawing conclusions or verification. The results of this conducted research concludes about the comparison of the marketing communication strategy undertaken by Yudhishthira and Amara Books. The second objects of this study have some differences in conducting marketing communication strategy. If the observed differences are caused by several factors, among others: Difference products; difference in market share; breadth of market coverage; marketing and distribution networks, and media promotion. Based on these factors, the application of Integrated Marketing Communications (IMC) is carried out is also different. In pursuing a strategy of integrated marketing communications, both publishers each having its own strategy both in the personal selling, advertising, sales promotion, public relations and publicity, direct marketing, sponsorship, and exhibitions. Key words: Integrated Marketing Communications, Yudhistira and Amara Books Publisher |
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| Lokasi | : | Perpustakaan Pusat UII |
| Jenis | : | Skripsi |
| DDC | : | 321 |
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| Penerbit | : | Program Studi Ilmu Komunikasi FPSB UII |
| Tahun Terbit | : | 2012 |
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| ISBN / ISSN | : | / |
| Jumlah Eksemplar | : | 1 |
| Jumlah Tersedia | : | 0 |
| Jumlah Ditempat | : | 0 |
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| Informasi Digital | ||
| Abstrak | : | abstract.pdf |
| Cover | : | cover.pdf |
| Daftar isi | : | daftar pustaka.pdf |
| Preliminary | : | preliminari.pdf |