Manajemen Pemasaran

Authors

Diyaa Aaisyah Salmaa Putri Atmaja
Universitas Nahdlatul Ulama Kalimantan Timur

Synopsis

Buku Manajemen Pemasaran disusun untuk memberikan pemahaman praktis dan komprehensif tentang bagaimana perusahaan menciptakan nilai, menarik serta mempertahankan pelanggan, dan menjaga daya saing di tengah dinamika bisnis modern, dengan memadukan konsep dasar pemasaran, digital marketing, perilaku konsumen, dan orientasi keberlanjutan, sehingga pembaca mampu memahami pemasaran secara aplikatif dan siap menerapkannya dalam pengambilan keputusan serta pengembangan usaha di berbagai sektor

Author Biography

Diyaa Aaisyah Salmaa Putri Atmaja, Universitas Nahdlatul Ulama Kalimantan Timur

 

Diyaa Aaisyah Salmaa Putri Atmaja, S.E.I., M.M. merupakan dosen pada Program Studi Teknik Industri, Fakultas Teknik, Universitas Nahdlatul Ulama Kalimantan Timur. Penulis menempuh pendidikan sarjana pada Program Studi Ekonomi dan Perbankan Islam di Universitas Muhammadiyah Yogyakarta (UMY), kemudian melanjutkan studi pada Program Magister Manajemen di universitas yang sama dengan fokus pada manajemen dan manajemen rantai pasok.

Dalam kegiatan akademiknya, penulis mengampu mata kuliah yang berkaitan dengan manajemen, kewirausahaan, pemasaran, serta sistem industri. Latar belakang keilmuan yang beragam membantu penulis melihat keterhubungan antara aspek manajerial dan teknis dalam proses industri maupun pengelolaan usaha. Hal ini juga menjadi dasar bagi penulis dalam mengembangkan materi pembelajaran yang sesuai dengan kebutuhan mahasiswa teknik maupun manajemen.

Bidang kajian penulis meliputi manajemen pemasaran, perilaku konsumen, efisiensi sumber daya dan mesin, manajemen rantai pasok, serta pengembangan UMKM. Penulis terlibat dalam beberapa penelitian dan kegiatan pengabdian yang berkaitan dengan peningkatan proses usaha, penyusunan strategi pemasaran sederhana.

Selain mengajar dan melakukan penelitian, penulis aktif menyusun modul serta bahan ajar yang diharapkan dapat membantu mahasiswa memahami konsep-konsep dasar manajemen dan penerapannya dalam konteks industri. Penyusunan buku ini merupakan bagian dari upaya penulis menyediakan referensi yang dapat digunakan dalam pembelajaran maupun kebutuhan praktis, khususnya bagi pembaca yang ingin mengenal dasar-dasar manajemen pemasaran secara sistematis dan mudah dipahami

References

Ansoff, H. I. (2014) Implanting Strategic Management. New York: Palgrave Macmillan.

Atmaja, D. A. S. P. (2020) ‘TANTANGAN UMKM: PEMBUATAN KEPUTUSAN DALAM MENANGGAPI PERUBAHAN LINGKUNGAN BISNIS DI MASA PANDEMI COVID-19:(STUDI KASUS UMKM ROTI PIA AA SAMARINDA)’, Jurnal Sudut Pandang, 1(2), pp. 74–83. doi: https://doi.org/10.55314/jsp.v1i2.88.

Baines, P., Fill, C. and Page, K. (2017) Essentials of Marketing. Oxford: Oxford University Press.

Barney, J. (2017) ‘Firm resources and sustained competitive advantage’, Journal of Management, 17(1), pp. 99–120. doi: 10.1177/014920639101700108.

Barney, J. B. (2018) Gaining and Sustaining Competitive Advantage. New York: Pearson.

Belch, G. E. and Belch, M. A. (2018) Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Education.

Berman, B. and Evans, J. R. (2016) Retail Management: A Strategic Approach. New York: Pearson.

Bettman, J. R., Luce, M. F. and Payne, J. W. (2016) ‘Behavioral decision research in marketing: Progress and prospects’, Journal of Consumer Psychology, 26(3), pp. 405–421. doi: 10.1016/j.jcps.2016.03.005.

Booms, B. H. and Bitner, M. J. (1981) ‘Marketing Strategies and Organization Structures for Service Firms’, Marketing of Services, pp. 47–51.

Chen, H., Chiang, R. H. L. and Storey, V. C. (2012) ‘Business Intelligence and Analytics: From Big Data to Big Impact’, MIS Quarterly, 36(4), pp. 1165–1188.

Christopher, M. (2017) Logistics & Supply Chain Management. Harlow: Pearson.

Christopher, M. and Payne, A. (2017) Strategic Marketing Planning. Oxford: Butterworth-Heinemann.

Churchill, G. A. and Iacobucci, D. (2017) Marketing Research: Methodological Foundations. Boston: Cengage Learning.

Clow, K. E. and Baack, D. (2016) Integrated Advertising, Promotion, and Marketing Communications. New York: Pearson.

Cooper, R. G. (2019) ‘Winning at New Products: Creating Value Through Innovation’, Research Technology Management, 62(1), pp. 31–45. doi: 10.1080/08956308.2019.1543403.

Coughlan, A. T. et al. (2017) ‘Channel Management: Structure and Strategy’, Journal of Marketing Channels, 24(2), pp. 102–127. doi: 10.1080/1046669X.2017.1278621.

Crawford, M. and Di Benedetto, A. (2014) New Products Management. New York: McGraw-Hill Education.

Day, G. S. (2014) ‘Closing the marketing capabilities gap’, Journal of Marketing, 78(6), pp. 183–195. doi: 10.1509/jm.14.0050.

Day, G. S. (2017) ‘Innovation Prowess and New Product Success’, Journal of Product Innovation Management, 34(3), pp. 357–373. doi: 10.1111/jpim.12385.

Diyaa Aaisyah Salmaa Putri Atmaja, Nuryakin Nuryakin, F. P. (2022) ‘Supply chain agility of E-commerce industry in gaining customer trust’, International Journal of Science, Technology & Management, 3(4), pp. 917–923.

Diyaa Aaisyah Salmaa Putri Atmaja, Purbawati Purbawati, A. S. (2025) ‘Analisis Strategi Pengembangan Bisnis Berbasis Reklamasi Lahan Tambang Menggunakan Analisis SWOT & QSPM: Studi Kasus Taman Ekowisata Naureen’, JITMI (Jurnal Ilmiah Teknik dan Manajemen Industr), 8(1), pp. 1–11. doi: 10.32493/jitmi.v8i1.y2025.p1-11.

Gielens, K. and Dekimpe, M. G. (2019) ‘Revisiting Channel Roles and Competition: The Rise of Marketplaces’, Journal of Retailing, 95(2), pp. 134–146. doi: 10.1016/j.jretai.2018.12.003.

Grönroos, C. (2018) ‘Service Management and Marketing: Managing the Moments of Truth in Service Competition’, Journal of Services Marketing, 32(5), pp. 557–565. doi: 10.1108/JSM-06-2017-0171.

Hawkins, D. I., Mothersbaugh, D. L. and Best, R. J. (2017) Consumer Behavior: Building Marketing Strategy. New York: McGraw-Hill Education.

Helms, M. M. and Nixon, J. (2015) ‘Exploring SWOT analysis – where are we now? A review of academic research from the last decade’, Journal of Strategy and Management, 8(3), pp. 215–251. doi: 10.1108/JSMA-05-2014-0051.

Hinterhuber, A. (2016) Innovation in Pricing: Contemporary Theories and Best Practices. Cham, Switzerland: Springer.

Kannan & Kopalle, Praveen K., P. K. (2018) ‘Dynamic Pricing Strategy in E-commerce’, Journal of Retailing, 94(4), pp. 558–572. doi: 10.1016/j.jretai.2018.09.001.

Keller, K. L., Swaminathan, V. and Jacob, I. (2016) ‘Strategic Brand Management in Emerging Markets’, Journal of Brand Management, 23(5), pp. 423–434. doi: 10.1057/bm.2016.17.

Kitchen, P. J. (2016) ‘Integrated Marketing Communication: evolution, current status, and challenges’, Journal of Marketing Communications, 22(2), pp. 71–75. doi: 10.1080/13527266.2016.1148866.

Kotler, P. and Armstrong, G. (2018) Principles of Marketing. New York: Pearson.

Kotler, P. and Keller, K. L. (2016) Marketing Management. 15th edn. Harlow, England: Pearson Education.

Lamb, C. W., Hair, J. F. and McDaniel, C. (2019) MKTG. Edited by 12th. Cengage Learning.

Laudon, K. C. and Laudon, J. P. (2018) Management Information Systems: Managing the Digital Firm. New York: Pearson.

Laudon, K. and Traver, C. (2016) E–commerce: Business Technology Society. London, UK: Pearson.

Leeflang et al., P. S. H. (2019) ‘Challenges and Solutions for Marketing in a Digital Era’, European Management Journal, 37(5), pp. 562–569. doi: 10.1016/j.emj.2019.06.004.

Levitt, T. (2015) ‘Marketing Success through Differentiation—of Anything’, Harvard Business Review, 93(2), pp. 94–102.

Malhotra, N. K. (2015) Marketing Research: An Applied Orientation. Boston: Pearson.

Mangold, W. G. and Faulds, D. J. (2014) ‘Social media: The new hybrid element of the promotion mix’, Business Horizons, 52(4), pp. 357–365. doi: 10.1016/j.bushor.2009.03.002.

McCarthy, E. J. (1960) Basic Marketing: A Managerial Approach. Homewood, Illinois: Richard D. Irwin, Inc.

Monroe, K. B. (2015) ‘Pricing: Making Profitable Decisions’, McGraw-Hill Education.

Nagle, T. T. and Müller, G. (2017) The Strategy and Tactics of Pricing: A Guide to Growing More Profitably. New York: Routledge.

Narayanan & Fahey, L., V. K. (2015) ‘The Relevance of the Porter’s Five Forces Framework to Strategic Management Research’, European Management Journal, 33(4), pp. 285–293. doi: 10.1016/j.emj.2015.03.004.

Percy, L. and Elliott, R. (2018) Strategic Advertising Management. Oxford: Oxford University Press.

Porter, M. E. (2014) Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.

Porter, M. E. (2015) ‘Competitive Strategy: Techniques for Analyzing Industries and Competitors’, Free Press.

Porter, M. E. (2016) Competitive advantage: Creating and sustaining superior performance. New York: Free Press.

Rosenbloom, B. (2018) Marketing Channels: A Management View. Boston: Cengage Learning.

Schultz, D. E. and Schultz, H. F. (2016) ‘IMC: The Next Generation – Five Questions It Raises for the Services Marketing Domain’, Journal of Services Marketing, 30(3), pp. 301–309. doi: 10.1108/JSM-04-2015-0157.

Sheth, J. N., Mittal, B. and Newman, B. I. (2014) ‘Customer behavior: Consumer behavior and beyond’, Routledge.

Shimp, T. A. and Andrews, J. C. (2017) Advertising, Promotion, and Other Aspects of Integrated Marketing Communications. Boston: Cengage Learning.

Smith, P. R. and Zook, Z. (2018) Marketing Communications: Integrating Offline and Online with Social Media. London: Kogan Page.

Smith, T. (2017) Pricing Strategies for Small Business. London: Kogan Page.

Solomon, M. R. (2015) ‘Consumer behavior and marketing strategy: bridging the gap’, Journal of Marketing Management, 31(9–10), pp. 1072–1094. doi: 10.1080/0267257X.2015.1059637.

Solomon, M. R. (2020) Consumer Behavior: Buying, Having, and Being. New York: Pearson.

Stone, M. (2015) ‘Interactive, direct and digital marketing: a future that depends on better use of business intelligence’, Journal of Research in Interactive Marketing, 9(1), pp. 4–17. doi: 10.1108/JRIM-01-2014-0003.

Tsiros & Heilman, Cynthia M., M. (2017) ‘The Psychology of Pricing: Implications and Insights for Marketing Managers’, Journal of Consumer Psychology, 27(3), pp. 371–389. doi: 10.1002/jcpy.1020.

Tuten, T. L. and Solomon, M. R. (2015) ‘Social Media Marketing’, SAGE Publications.

Verhoef et al., P. C. (2020) ‘Customer Engagement as a New Perspective in Marketing’, Journal of Service Research, 23(3), pp. 294–317. doi: 10.1177/1094670519875504.

Verhoef, P. C. (2016) ‘Big data’s impact on marketing and sales’, Journal of Marketing, 80(6), pp. 1–7. doi: 10.1509/jm.15.0420.

Wedel, M. and Kamakura, W. A. (2017) ‘Market Segmentation: Conceptual and Methodological Foundations’, Springer.

Yang, S. (2019) ‘The Effect of Promotional Pricing on Consumer Buying Behavior: Evidence from E-commerce’, Marketing Science, 38(3), pp. 450–469. doi: 10.1287/mksc.2019.1155.

Yüksel, İ. (2018) ‘Developing a multi-criteria decision making model for PESTEL analysis’, International Journal of Business and Management, 13(4), pp. 45–55. doi: 10.5539/ijbm.v13n4p45.

Published

27 January 2026

Series

Buku Ajar

Categories

Copyright (c) 2026 tanesa