Marketing Management's View of Integrated Marketing Communications
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Abstract
In running a business, it is inseparable from marketing activities, no matter how good the value of the product sold without being balanced with the right marketing, it will not get optimal sales. Today's business activities place marketing as an important part of increasing sales turnover in a business organization. Integrated marketing communications are a part of marketing that plays an important role in increasing sales. Â However, not all business actors have implemented integrated marketing communications effectively and efficiently. The impact of this is that the message that the seller wants to convey does not reach consumers and potential buyers. Thus resulting in the re-promotion of the product. This study uses a qualitative descriptive type of research with a case study approach to Pure Milk MSMEs with data collection sourced from interviews of MSME owners and various references with related studies to complement this research. The result of this research is the importance of the role of integrated marketing communication in Pure Milk MSMEs, what marketing communication strategies have been applied to Pure Milk MSMEs, and what efforts will be made in the application of integrated marketing communication.