z-logo
open-access-imgOpen Access
Pengaruh Sales Promotion pada Keputusan Pemilihan Sebuah Wedding Organizer Studi Kasus: Segmentasi Kalangan Atas di Jakarta
Author(s) -
Ina Melati
Publication year - 2014
Publication title -
binus business review
Language(s) - English
Resource type - Journals
eISSN - 2476-9053
pISSN - 2087-1228
DOI - 10.21512/bbr.v5i1.1264
Subject(s) - promotion (chess) , product (mathematics) , service (business) , advertising , sales promotion , business , market segmentation , marketing , class (philosophy) , sales management , mathematics , computer science , political science , artificial intelligence , geometry , politics , law
Sales promotion is almost always used as a marketing tool that is potential to increase sales of a product. Nevertheless, the reality is totally different because of differences in segmentation and characteristics of the product or service that will be sold should be a concern for marketers. It turns out that not all segmentations will be loyal to a product/service because of sales promotion, take one example: when upper class customers in choosing a wedding organizer. With etnography study and in depth interview, consumer insight is obtained about their opinion on sales promotion.

The content you want is available to Zendy users.

Already have an account? Click here to sign in.
Having issues? You can contact us here