DAFTAR ISI

SURAT PERSETUJUAN
SURAT PERNYATAAN
ABSTRAKS............................................................................................. i
KATA PENGANTAR.............................................................................. ii
DAFTAR ISI............................................................................................ iii
DAFTAR TABEL.................................................................................... v
DAFTAR GAMBAR............................................................................... vi
DAFTAR LAMPIRAN............................................................................ vii

BAB I PENDAHULUAN
A. Latar Belakang Masalah............................................. 1
B. Rumusan Masalah........................................................ 4
C. Tujuan dan Manfaat Penelitian.................................. 4
D. Batasan Istilah............................................................... 5

BAB II KAJIAN TEORITIS

A. Strategi Pemasaran......................................................... 6
1. Pengertian Strategi ..................................................... 6
2. Level Strategi ............................................................. 7
3. Tipe-Tipe Strategi ...................................................... 7
4. Pengertian Pemasaran................................................ 10
5. Pengertian Strategi Pemasaran.................................. 13
6. Jenis-Jenis Strategi Pemasaran.................................. 15
7. Unsur-Unsur Strategi Pemasaran............................. 16
8. Lingkungan Strategi Pemasaran............................... 18
9. Strategi Pemasaran ..................... 26
B. Penerapan Analisis SWOT dalam Strategi Pemasaran 35
C. Jenis Alat Analisis dalam Strategi Pemasaran........... 36
1. Analisis SWOT.......................................................... 36