Apakah Customer Concept Mampu Menjadi Falsafah Penggerak Pemasaran yang Baru?  

Oleh:

Afiff, Adi Zakaria

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: Manajemen Usahawan Indonesia vol. 35 no. 01 (2006), page 3.
Topik: customer; customer concept; consumer involvement; marketing concept
Fulltext: Adi Zakaria Afiff.pdf (459.0KB)

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: MM15.25 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

For years marketing concept as the basic philosophy in marketing has been widely accepted by many marketing and business practioners. However in 2003, the well known marketing scholar Philip Kotler introduced a new philisophy of marketing in his famous marketing management textbook. this article then try to trace the history of the new philosophy and answer the qutestionof whether the new philosophy can replace the marketing concept. Relating the customer concept philosophy to the concept of relationship marketing in business to business market, service market and consumer market resulted in the conclusion that the customer concept can not fully replace marketing concept. Further, this article proposed the usage of consumer involvement toward products offered as a basis for distincting the basic philosophy of marketing management to be used.

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