AKTIVITAS KOMUNIKASI PEMASARAN PIMPINAN PERUSAHAAN ROKOK DALAM MENJAGA PANGSA PASAR(Studi pada Perusahaan Rokok 369 Kecamatan Sumberrejo Kabupaten Bojonegoro)
| Main Author: | INDRIANI, Rr. BACHTIAR |
|---|---|
| Format: | Thesis NonPeerReviewed Book |
| Bahasa: | eng |
| Terbitan: |
, 2009
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| Subjects: | |
| Online Access: |
http://eprints.umm.ac.id/5274/1/0AA49d01.pdf http://eprints.umm.ac.id/5274/ |
Daftar Isi:
- The research based on the phenomena of so many local cigarette company in Bojonegoro which were able to compete the famous cigarette company. Like 369 Cigarette company Bojonegoro which owed wide-market share. It was proven by the buying ability of 369 cigarette product in society. The phenomena made interesting to find out how the activity of marketing communication of the 369 cigarette company leader in keeping his market share. While the research aimed to find description about leader’s communication activity of the 369 cigarette company Bojonegoro in keeping his market-share. The research type was descriptive with qualitative approach. Sampling technique was by purposive sampling technique, so there found 4 informers. Data analysis technique used interview and documentation. Data analysis used domain analysis. Data validation was done by source triangulation. According to the research, there could be concluded that communication activity of 369 cigarette company Bojonegoro in keeping its market-share in creating effective marketing communication through promotion mix, they were commercial, direct selling, selling promotion, publicity, people relation.