INTEGRATED MARKETING COMMUNICATION STRATEGY FOR SME (SMALL AND MEDIUM ENTERPRISES) OF TRADITIONAL HERBAL AND BEVERAGES

INTEGRATED MARKETING COMMUNICATION STRATEGY FOR SME (SMALL AND MEDIUM ENTERPRISES) OF TRADITIONAL HERBAL AND BEVERAGES

Background: This program begins with observation on SME of traditional herbal and beverages in Kampung Genteng Candirejo Surabaya. Early observation shows difficulties faced by SME to market their products. Objective: This program is expected to provide information and education about marketing comm...

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Main Authors: Rani Sukma Ayu Suteja, Liestianingsih Dwi Dayanti, Angga Prawadika Aji, Santi Isnaini, Yayan Sakti Suryandaru, Titik Puji Rahayu, Andria Saptyasari, Irfan Wahyudi, Ratih Puspa, Nurul Ratna Sari, Dina Septiani, Nisa Kurnia Illahiati
Format: Article
Language:English
Published: Universitas Airlangga 2021-11-01
Series:Darmabakti Cendekia
Subjects:
communication
marketing
sme
herbal medicine
Online Access:https://e-journal.unair.ac.id/DC/article/view/31284
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Summary:Background: This program begins with observation on SME of traditional herbal and beverages in Kampung Genteng Candirejo Surabaya. Early observation shows difficulties faced by SME to market their products. Objective: This program is expected to provide information and education about marketing communication strategies for SME of traditional herbal and beverages in Kampung Herbal Candirejo Surabaya. Method: Early observation is to find problems, conducting seminar and workshop, and also evaluating community empowerment. Results: Audiences understand about the impotances of marketing communication and innovation. They also improve their skills in using integrated marketing communication to sell their products to customers. Conclusion: This community service program has achieved its goals.
ISSN:2657-201X
2657-1099

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