Research Article
Development Of An Integrated Marketing Communication System For Binuangeun Malimping Lebak Banten Indonesia Fishers
@INPROCEEDINGS{10.4108/eai.5-8-2020.2301203, author={Sunarta Sunarta and Emaridial Ulza and Budi Permana Yusuf and Faizal Ridwan Zamzany}, title={Development Of An Integrated Marketing Communication System For Binuangeun Malimping Lebak Banten Indonesia Fishers}, proceedings={Proceedings of the 2nd International Conference of Business, Accounting and Economics, ICBAE 2020, 5 - 6 August 2020, Purwokerto, Indonesia}, publisher={EAI}, proceedings_a={ICBAE}, year={2020}, month={10}, keywords={integrated marketing communication system}, doi={10.4108/eai.5-8-2020.2301203} }- Sunarta Sunarta
Emaridial Ulza
Budi Permana Yusuf
Faizal Ridwan Zamzany
Year: 2020
Development Of An Integrated Marketing Communication System For Binuangeun Malimping Lebak Banten Indonesia Fishers
ICBAE
EAI
DOI: 10.4108/eai.5-8-2020.2301203
Abstract
This research aims to develop an integrated maritime marketing communication system for fishers in the Malimping area. To develop the integrated marketing communication system, an analysis of the behavior of fishers is conducted. The integrated marketing communication mix that becomes the unit of analysis is advertising, public relations, direct sales, sales promotion, interactive marketing, personal sales, word of mouth marketing, sponsorships, merchandise, exhibitions, branding, memes, Guerilla marketing, and Ambient. The measurement tool uses SWOT analysis, PEST, market share, and Ansoff matrix by looking at the objectives of fishermen, target consumers, type of market, the life cycle stages of the products being advertised, and fishermen's communication policies in the Malimping area to competitors.
