Marketing Communications: The Internship in Golden Tulip Legacy Surabaya

Prayogo, Delicia Zagita (2019) Marketing Communications: The Internship in Golden Tulip Legacy Surabaya. Working Paper. Fakultas Bisnis dan Ekonomika.

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This study seeks to understand the role of marketing communication in the hospitality industry. The data collection mainly springs from the internship program in which the researcher got involved, such as organizing a marketing event and social media practices. The study adopts the interpretative approach to analyze the data. The results indicate the pivotal role of networking in the success of marketing communication strategy, which attempts to promote brand awareness and brand loyalty by creating events and advertising. Sharing resource is a typical strategy, which allows the organization to achieve the targeted performance by demonstrating the marketing capability in both online and offline networking. This includes social media, which seems to be very dynamic.

Item Type: Monograph (Working Paper)
Uncontrolled Keywords: marketing communications, events and promotions, relationship and networks, offline and online promotions, social media marketing, tools for social media management, direct marketing
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economic > Department of Management
Depositing User: Masyhur 196042
Date Deposited: 11 Nov 2019 06:22
Last Modified: 11 Nov 2019 06:22

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