Detail Exploration on the Effect of Brand DNA towards the Interactive Marketing of Atma Jaya Catholic University of Indonesia from the Perspective of Junior Lecturers from the Faculty of Economics Bibliografi Author: Atmaja, Billy Surya ; Budi, Andy Susilo Lukito (Advisor) Topik: interactive marketing; good brand Bahasa: (ID )     Penerbit: Program Studi Manajemen Fakultas Ekonomi dan Bisnis Unika Atma Jaya     Tempat Terbit: Jakarta    Tahun Terbit: 2013     Jenis: Theses - Undergraduate Thesis Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: FEM-7792 Non-tandon: tidak ada Tandon: 1  Lihat Detail Induk Abstract The competition among higher education institutions is getting tougher, especially in the era gfobafizafion with the changing society overtime. As an established university, Atma Jaya Catholic University of Indonesia is facing the same problem. Creating unique differentiation is substantial in order to survive the competition through finding the brand DNA of the organization and focus on the uniqueness that makes Atma Jaya Catholic University of Indonesia stand out from other universities. The author conducted the in-depth-interview to 10 respondents who are the junior lecturers from the Faculty of Economics of Atma Jaya Catholic University of Indonesia. In analyzing the verbatim data, the author used the data reduction model by Miles & Huberman (1994) with some modifications into five stages of analysis with data generalization. The result of the research shown that the most affecting brand DNA of Atma Jaya Catholic University of Indonesia are: good education quality, good kinship, discipline, honesty, and Catholic, but lacks of the value implementation. The higher involvement of the respondent determines the familiarity with the brand DNA of Atma Jaya Catholic University of Indonesia The research also shown that the 'good' brand DNA determines a good interactive marketing activities which leads to a higher sustain ability of Atma Jaya Catholic University ol Indonesia in the upcoming year. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Lihat Sejarah Pengadaan  Konversi Metadata   Kembali

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