Integrated Marketing Communication (IMC): Intrapreneurship Spirit in Managing Customer Contact Point  

Oleh:

Widiasari, Natalia

Jenis: Article from Proceeding
Dalam koleksi: The 1st International Conference on Business and Communication (ICBC): Entrepreneurship in Global Competition
Topik: IMC; customer contact point; personal seller; intrapreneurship; JABFUNG-NW-2015-04
Fulltext: 1st ICBC - Natalia Widiasari - text optim.pdf (3.44MB)

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Isi artikel

Business organizations are adopting stages of integrated marketing communication strategy. Those stages consist of coordination of tactical marketing communication, enhancing and enlarging customer contact point, managing customer database with information technology application, and developing marketing communication strategies based on customer database which could be financially measured. This article will focus on second stage of integrated marketing communication, where quantity and quality of customer contact points' interaction depend heavily on individuals, either as personal seller or customer care. It is important for individuals on that position to have intrapreneurship spirit in order managing sustainability of customer contact point. And in the end, it will contribute to organization portfolio.

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