Event Marketing and Experiential Marketing Towards the Formation of Net Marketing Contribution Margin (NMCM) (Study at PT. Garuda Indonesia, TBK)

Khotimah, Khusnul (2015) Event Marketing and Experiential Marketing Towards the Formation of Net Marketing Contribution Margin (NMCM) (Study at PT. Garuda Indonesia, TBK). Journal of Procedia-Social and Behavioral Sciences, 3 (219). pp. 431-439. ISSN 1877-0428

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Abstract

The 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 selling, which was 60%. The findings of this study show that the ratio of the promotion costs, the tickets and the selling towards the total of the selling 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.

Item Type:	Article
Additional Information:	as a presenter or oral presentation at 3rd Global Conference on Business and Social Science-2015, GCBSS-2015, 16-17 December 2015, Kuala Lumpur, Malaysia
Uncontrolled Keywords:	Event Marketing, Experiential Marketing, Net Marketing Contribution Margin (NMCM)
Subjects:	A General Works > AS Academies and learned societies (General)
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Administrator
Date Deposited:	16 Jan 2020 03:46
Last Modified:	16 Jul 2020 01:13
URI:	http://repository.uniyap.ac.id/id/eprint/2

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