DAFTAR ISI
COVER
LEMBARAN PERSETUJUAN
LEMBARAN PENGESAHAN
KATA PENGANTAR............................................................................ i
DAFTAR ISI......................................................................................... iii
DAFTAR TABEL ................................................................................. v
DAFTAR GAMBAR.............................................................................. vi
DAFTAR LAMPIRAN........................................................................... vii
ABSTRAK............................................................................................viii
BAB I PENDAHULUAN....................................................................... 1
1.1. Latar Belakang.............................................................................. 1
1.2. Rumusan Masalah......................................................................... 5
1.3. Ruang Lingkup.............................................................................. 5
1.4. Tujuan Penulisan........................................................................... 5
1.5. Sistematika Penulisan................................................................... 5
BAB II TINJAUAN PUSTAKA............................................................. 7
2.1. Pengertian Strategi Pemasaran..................................................... 7
2.2. Pengertian Strategi Komunikasi.................................................... 8
2.2.1. Fungsi Strategi Komunikasi............................................. 12
2.3. Strategi Komunikasi Pemasaran................................................... 13
2.3.1. Tujuan Komunikasi Pemasaran....................................... 16
2.4. Pengertian Komunikasi Pemasaran.............................................. 18
2.5.1. Fungsi Strategi Komunikasi Pemasaran.......................... 21
2.6. Elemen Komunikasi Pemasaran.................................................... 22
2.7. Pengertian Manajemen Pemasaran.............................................. 24
2.6.1. Marketing Mix/ Bauran Pemasaran.................................. 21
BAB V PENUTUP………………………………………………………….. 47
5.1. Kesimpulan………………………………………………………. 47
5.2. Saran…………………………………………………………….. 47
DAFTAR PUSTAKA………………………………………………………… 49
v
DAFTAR TABEL
DAFTAR GAMBAR
DAFTAR LAMPIRAN
ABSTRAK