文章基本信息

标题：Event Marketing and Experiential Marketing towards the Formation of Net Marketing Contribution Margin (NMCM) (Study at PT. Garuda Indonesia, TBK)
本地全文：下载
作者：Khusnul Khotimah ; Khusnul Khotimah ; Sucherly 等
期刊名称：Procedia - Social and Behavioral Sciences
印刷版ISSN：1877-0428
出版年度：2016
卷号：219
页码：431-439
DOI：10.1016/j.sbspro.2016.05.017
语种：English
出版社：Elsevier
摘要：AbstractThe number of customers attending the event decreased by 12.5% compared to the previous year, 2011. However, it did not considerably affect the profits from the ticket sale, which was 60%. The findings of this study show that the ratio of the promotion costs, the tickets and the sale towards the total of the sale fluctuated since 2009-2014. It demonstrates the completely opposite condition of the profits gained from Event Marketing and Experiential Marketing that continually increased yearly. It is predicted that this occurred due to the lack of good communication strategy as expected in the company's goals.
关键词：Event Marketing;Experiential Marketing;Net Marketing Contribution Margin (NMCM)