Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta
Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turn...
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| Format: | Article |
| Language: | English |
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Bina Nusantara University
2014-05-01
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| Series: | Binus Business Review |
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| Online Access: | https://journal.binus.ac.id/index.php/BBR/article/view/1264 |
| Summary: | Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turns out that not all segmentations will be loyal to a product/service because of sales promotion, take one example: when upper class customers in choosing a wedding organizer. With etnography study and in depth interview, consumer insight is obtained about their opinion on sales promotion. |
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| ISSN: | 2087-1228 2476-9053 |