Strategi Komunikasi Pemasaran Usaha Kecil Menengah (UKM) di Kabupaten Bantul dan Kulon Progo Yogyakarta

Utomo, Hastho Joko Nur and Afifi, Subhan Strategi Komunikasi Pemasaran Usaha Kecil Menengah (UKM) di Kabupaten Bantul dan Kulon Progo Yogyakarta. Jurnal Ilmu Komunikasi , 2 (2). pp. 284-296. ISSN ISSN 1693-3029

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                  Abstract

                  Small-medium business (SMBs) are one of business players which have a vital role to the national economic recoveries. In practice, there are some problems regarding to the development of SMBs in Indonesia. Marketing communication is one among several problem existed in the implementation of SMBs. This article presents a research on how the marketing communication strategy is applied and a design on the ideal marketing communication strategy. Research show that there were none of the SMBs owners who occupied marketing communication / promotion strategy for their products. Marketing communication strategy in SMBs level could actually be designed through a better planning process by considering : situation,objective, strategy, tactics, action and control. In considering the unique characteristics of SMBs, we can actually create an effective marketing communication strategy such as : advertisement, sales promotions, and direct selling. Publicity and public relations can be enhanced by developing particular collaborations with the mass media. Promotion via internet could also be other challenging consideration especially for export-based SMBs.

                  Item Type: Article
                  Subjects: 300 Ilmu Sosial
                  Divisions: Fakultas Ilmu Sosial dan Ilmu Politik > Komunikasi
                  Depositing User: Prayudi Prayudi
                  Date Deposited: 26 Sep 2012 11:21
                  Last Modified: 13 Jan 2013 13:05
                  URI: http://repository.upnyk.ac.id/id/eprint/3799

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