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Research Paper | Business Management | Indonesia | Volume 2 Issue 1, January 2013 | Popularity: 6.6 / 10

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Brand Positioning in Measuring Effectiveness Promotion: A survey on visitors Ciater Spa Resorts Subang West Java

Rakhmat Hidayattullah, Yaya Sundjaya, Ima Santhika

Abstract: tighten the emulation in tourism business in this time, claiming all producers to conduct a strategy of marketing mix in the form of effective promotion mix to consumer. Intention of strategy of marketing mix develops the correct positioning according to potential consumer desire which wish gone to. The result of research mean of visitor response about execution of product mix of Hotel Management according to visitor as a whole very good or equal to 88.11 %. While promotion Effective done by firm according to response as a whole pursuant to EPIC Rate is at the value 3.97, its meaning is overall of promotion executed by effective and in line with which wish reached by the company. Result of research depict that there are influence which is positive between promotions by brand positioning. By simultaneity is promotion mix have an effect on to brand positioning

Keywords: marketing mix, promotion mix, brand positioning

Edition: Volume 2 Issue 1, January 2013

Pages: 712 - 717

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