SURVIVAL MARKETING STRATEGY DI ERA NEW WAVE

Lie Heng

Abstract


Marketing Experts have stated many marketing theories and concepts in order to help us to
understand what and how, as well as how important marketing is for a company in achieving
its goal. Marketing terms such as environmental analysis, segmentation, targeting,
positioning, differentiation, marketing mix, selling, brand, service, process and the like (etc)
have become very familiar for us. However, event though it is easy to search for literature on
marketing theory and concept nowadays as we needed them, sometimes, the information we
obtain is not as whole, it is as broken as in to pieces, making it hard to comprehend. This
paper aims at giving a solid and directed illustration on marketing main elements in today’s
world. Changes in market landscape which is full of turbulence, do not threat marketing as a
function in a company anymore instead, marketing has developed into more strategic way.


Full Text:

135-143

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Lembaga Penelitian dan Pengabdian pada Masyarakat (LPPM) Universitas Widya Dharma Pontianak