Article

Holistic marketing: Integrated marketing and relationship marketing impact to marketing performance

Authors:
  • INSTITUT TEKNOLOGI DAN BISNIS SEMARANG
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Abstract

This research aims to analyze internal marketing and integrated marketing on performance marketing mediated holistic marketing and impacting social urban and synergizing to relationship marketing. Research design uses a mix method. The data source uses primary and scunder data obtained from respondents' answers. The study sample included food and beverage companies in Southeast Asia that used social media as advertising media, which numbered 124 companies. Data collection through Google form and one-way communication by sharing with company leaders. The results of the study explained that marketing performance increased due to the role of internal marketing, integrated marketing. But the negative impact of integrated marketing is the increase in social urban due to the role of relationship marketing. This is because some companies use connections or relations in decision makers in the area that is used as the location of the company and the marketing area.

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