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makalah manajemen pemasaran

makalah manajemen pemasaran

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Published by rezki fani
Phillips Kotler
Phillips Kotler

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Published by: rezki fani on May 31, 2013
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03/31/2014

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1
TUGAS KELOMPOK 7MAKALAHMANAJEMEN PEMASARANMENCIPTAKAN EKUITAS MEREK
Creating Brand Equity 
 
OLEH
………..
 PROGRAM PASCASARJANA (S2) FAKULTAS MANAJEMENUNIVERSITAS MUSLIM INDONESIA(UMI)2013
 
2
KATA PENGANTAR
Puji dan syukur kita curahkan kehadirat Tuhan Yang Maha Esa,atas berkat dan rahmat-Nya, sehingga dalam penulisan tugas makalahini dapat diselesaikan. Adapun tugas dalam makalah ini tentang
“ 
Menciptakan Ekuitas 
Merek” 
.
 
Yang merupakan salah satu tugas dan tangung jawab, bagimahasiswa kemagisteran jurusan Manajemen, Universitas MuslimIndonesia
 
Sedangkan tugas yang diberikan kepada mahasiswaKemagisteran manajement merupakan pengembangan dalam prosesbelajar terutama dalam memahami matakuliah manajemen pemasaran
 
Makassar, 5 Mei 2013
 
3
DAFTAR ISI
Daftar halaman 
KATA PENGANTAR ........................................................................ iDAFTAR ISI ...................................................................................... iiBAB I PENDAHULUAN ................................................................... 1
 A. Latar belakang ....................................................................... 1B. Rumusan masalah ................................................................. 3C. Batasan masalah ................................................................... 3D. Manfaat penulisan .................................................................. 4
BAB II PEMBAHASAN .................................................................... 3A. Apakah ekuitas merek
......................................................... 51. Pengertian merek.............................................................. 42. Ruang lingkup penetapan merek ...................................... 7
B. Mengukur ekuitas merek
..................................................... 91. Penilaian merek ................................................................ 92. Mengelola ekuitas merek .................................................. 10
C. Merencanakan strategi penetapan merek
.......................... 111. Perluasan merek ............................................................... 112. Keungulan perluasan merek ............................................. 123. Keputusan penetapan merek ............................................ 13
BAB III PENUTUP ............................................................................ 15
 A. Kesimpulan ............................................................................ 15B. Saran...................................................................................... 15Daftar pustaka

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