CONSUMER INSIGHT UNTUK PERTUMBUHAN USAHA

Cicilia Sriliasta Bangun

Sari


The pandemic Covid-19 has affected human behavior and create a new habit called the new normal as a way to survive. Activities that were previously carried out face-to-face must be changed to online. In this kind of condition, sales and marketing team are required to adjust the way of building customer’s communication, listening to voice of customer, finding the insight and introducing the product to the prospectus customer by using the sophisticated technology. Achievement of sales targets is very important for the entrepreneurship growth and business sustainability. The purpose of this online training is to improve the sales and marketing team's skills to understand their customers by collecting consumer insight from many resources included media social which is then outlined in the strategy to achieve sales targets that have been set by the company.

 

Keywords: consumer insight, entrepreneurship growth, social media.

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Referensi


Daftar Pustaka

Chue, M. (2018). 4 Ways to Manage and Optimize Your Customer’s Journey with Social Media Intelligence. https://blog.digimind.com/en/insight-driven-marketing/

Hamilton, R. (2016). Consumer-based Strategy: Using Multiple Methods to Generate Consumer Insight that Inform Strategy. Journal of the Academy Marketing Science, 44, 281-285.

Kotler, P., Keller, K.L. (2012). Marketing Management (14th ed). New Jersey: Pearson Education, Inc.

Laughlin, P. (2014). Holistic customer insight as an engine of growth. Journal of Direct, Data and Digital Marketing Practice, 16(2), 75-79.

Moran, G., Muzellec, L., Johnson, D. (2019). Message content features and social Media Element: Evidence from the Media, Journal of Product & Brand Management.

Neha. (2018, April 05). Unlocking Consumer Insights in A Disruptive World. Merlien Institute. https://mrmw.net/unlocking-consumer-insights-disruptive-world/

Smith, B., Wilson, H. N., & Clark, M. (2006). Creating and using customer insight: 12 Rules of best practice. Journal of Medical Marketing, 6(2), 135–139.




DOI: https://doi.org/10.47007/abd.v8i01.4784

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