Pengaruh Komunikasi Pemasaran terhadap Perluasan Pangsa Pasar

Abstract

A recent trend which combines marketing and communication concept has appear in global context. We call it marketing communication. In business world, these combination of two knowledge create synergy much to the extent that it’s so hard to find any distinction on both of them. This scholarly article discuss how a marketing communication strategy is used to expand more spaces for market segment in local area. The struggle of Kompas—a national daily and also a market leader for its kind—in West Java, or Bandung in particular, will be analyzed by employing exploratory research method. Several strategies of Kompas are proved to be effective in reaching the goals. This research concludes that selling promotion, advertising promotion, publicity, PR-ing, personal selling and direct selling launched by marketing communication team of Kompas has significantly influenced Kompas’s expanding market in Bandung.