Marketing Strategy Performance for Decision Making In Choosing the Head of Regional Community (A Survey on the Election of Governor of North Sumatera Province, Indonesia)

Author(s)

Indra Jaya , Sucherly , Dwi Kartini- , Erie Febrian ,

Download Full PDF Pages: 111-124 | Views: 374 | Downloads: 98 | DOI: 10.5281/zenodo.3463857

Volume 5 - January 2016 (01)

Abstract

Indonesia is a country that has the largest population in the world - after Tiongkok, India, and United States - has great potential to carry out a good democracy in the election of leaders, including the President and the Head of the Region, namely the governor and regent. Direct general election in according to the the mandate of the law that have been issued by the government provides that the implementation of the governors election, regent and mayor to make prospective candidates who will advance in the election trying to give an appointment to convince people to vote in the candidate winning effort. To be able to convince the audience of voters the candidates to make efforts in the political appointments to the society as marketing targets that will be collected as supplier of winning voice. According Tjiptono and Chandra (2012: 24) that marketing target is the transition of an effort to sell to each person to be the best serve target markets specifically formulated according to the market needed. Market target in vote community decision is the most fundamental thing in winning the election directly. Imaging through a work program or imaging a person in attempt to increase the bargaining power or influence to give a vote decision to the regional head candidates.

Keywords

Marketing Strategy, Performance, Decision Making, Regional Community

References

  1. Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modelling in practice: A review and recommended two-step approach. Psychological bulletin, 103(3), 411.
  2. Baines, P., Brennan, R. and Egan, J. 2001. “Structural characteristics of political markets and their strategic implications”. Procedings of AMA Summer Educator‟s Conference, Summer 2001, forthcoming
  3. Baines, Paul R. 2001. Marketing and Political Campaign in the US and the UK: What Can the UK Political Parties Learn for the Development of a Campaign Management Process Model?. A Thesis submitted to the University of Manchester Institute of Science and Technology for the degree of Doctor Philosophy at Manchester School of Management, UK.
  4. Baines, Paul R., Phill Harris, and Barbara R. Lewis. 2002. The Political Marketing Planning Process: Improving Image and Message in Strategic Target Areas. Journal Marketing Intelegence & Planning, 20/1 pg. 6-14
  5. Brown, Stanley A. 2000. Customer Relationship Management: A Strategic Imperative in the World of EBusiness. John Wiley & Sons: Canada.
  6. Butler, P. and Collins, N. 1994. “Political Marketing: Structure and Process”. European Journal of Marketing, 28, 1, pp.19-34.
  7. Butler, Patrick and Niel Collins. 1996. Strategic Analysis in Political Markets. European Journal of Marketing 30(10): 25-36
  8. Chen, X. (2012). Impact of business intelligence and IT infrastructure flexibility on competitive advantage : An organizational agility perspective (Doctoral dissertation, The University Of Nebraska-Lincoln).
  9. Chin, W. W. (1998), The partial least squares approach for structural equation modelling. In modern methods for business research, 295-336. G. A. Macoulides (Ed). Lawrence Erlbaum Associates: Mahwah, NJ.
  10. Chin, W. W., Marcolin, B. L., and Newsted, P. R. (2003), A partial least squares latent variable modelling approach for measuring interaction effects: Results from a Monte Carlo simulation study and an electronicmail emotion/adoption study, Information Systems Research (14:2), pp. 189-217.
  11. Cravens, David dan Nigel F. Piercy, 2003, Strategic Marketing, Seventh Edition, McGraw-Hill Irwin, Boston.
  12. D‟Escopo, Michael and Eric Almquist. 2007. An Approach to Mastering the Marketing Mix. Business Strategy Series. UK.
  13. Donaldson, Bill & Tom O‟Toole. 2002. Strategic Market Relationships: From Strategy to Implementation. John Willey&Sons: UK.
  14. Duchessi, Peter. 2002. Crafting Customer Value: The Art and Science., Efficient Offset Printers: New Delhi.
  15. El-Ansary, Adel I. 2006. Marketing strategy: taxonomy and frameworks. European Business Review.MBC. London.
  16. Farkade, Anant. 2014. A Study on Effectiveness of Affecting Factors in Political Marketing. Indian Journal of Research in Management, Business and Social Science, India
  17. Greenberg, Paul. 2002. CRM at The Speed of Light: Capturing and Keeping Customer in Internet Real Time. Second Edition. McGraw-Hill, Osborne: New York.
  18. Griffin, Jill. 2002. Customer Loyalty: How to Earn It, How to Keep It. New and Revised Edition. McGrawHill: Kentucky.
  19. Gronroos, Christian, 2000. The perceived service quality concept – a mistake?,Journal of Managing Service Quality, Volume 11 No. 3, pp. 150-152, MCB University Press, London.
  20. Hair, Joseph F., Jr,. Rolph E. Andersen, Ronald L. Tatham, dan William C. Black. 2003. Multivariate Data Analysis, Englewood Clift, NJ : Prentice Hall.
  21. Han, Jin and Namwoon, Kim, 1998, Market Orientation and Organizational Performance, Journal of Marketing, Volume 67
  22. Harris, Phill. 2000. To Spin or Not To Spin That is The Question: The Emergence of Modern Political Marketing. The Marketing Review, UK
  23. Hjalte, Susanna & Larsson, Stina. 2004. Managing Customer Loyalty in the Automobile Industry: Two Case Studies. Master Thesis.Lulea University of Technology: Lulea.
  24. Hollensen, Svend. 2003. Marketing Management: A Relationship Approach. Prentice Hall: England.
  25. Hurley, Robert & Hult, Thomas. 1999. Implementing Strategic Market Relationships. John Willey&Sons: UK.
  26. Ivy, Jonathan. 2008. A New Higher Edication marketing Mix : The 7Ps for MBA Marketing. Internationan Journal of Educational Management. USA.
  27. Johnston, Jane & Clara Zawawi. 2004. Public Relations Theory and Practice. Second Edition. Allen & Unwin: Sydney.
  28. Kent, Tony and Reva Berman Brown. 2006. Erotic Retailing in the UK (1963-2003) The View from The Marketing Mix. Journal of Management History. UK.
  29. Kotler, Philip & Gary Amstrong. 2014. Principle of Marketing Management. 15e. Prentice Hall: New Jersey.
  30. Kotler, Philip & Kevin Lane Keller. 2009. A Framework for Marketing Management. 4e Edition.Prentice Hall International Inc.: New Jersey.
  31. Kotler,PhilipandNeilKotler.1999. "PoliticalMarketingGeneratingEffectiveCandidates,Campaigns,andCauses."dalamHandbookofPoliticalMark eting, editedbyBruceNewman,ThousandOaks, CA:Sage
  32. Lages, Carmen & Lyndon Simkin., 2003.The Dynamics of Public Relations.European Journal of Marketing. Vol 37, No. 1 / 2, p. 298 – 328.
  33. LeesMarshment,Jennifer.2001."Theproduct,salesandmarketorientedpartyHowLabourlearnttomarkettheprodu ct,notjustthepresentation",EuropeanJournalofMarketing
  34. Lock, A. and harris, P. 1996. ”Political marketing – vive la difference!”. European Journal of Marketing, Vol. 30 No. 10/11, pp. 21-31
  35. Lynch, R., Paul Baines, and John Egan. 2002. Marketing Strategy and Political Campaign: A UK ResourceBased Perspective. Journal of Middlesex University Business School, UK
  36. Malhotra, Naresh K. 2002. Basic Marketing Research: Applications to Contemporary Issues. International Edition. Pearson Education, Inc.:Upper Saddle River, New Jersey.
  37. May W.C.So, Domenic Sculli. 2002. The role of trust, quality, value and risk in conducting e-business. Journal: Industrial Management & Data Systems. Volume: 102 Issue: 9 Page: 503 – 512. Publisher: MCB UP Ltd.
  38. Mc. Donald, Namara and Keegan Carter. 1999. Basic Definitions: (1) Advertising, Marketing, Promotion, Public Relations and Publicity, and Sales. The Management Assistance Program For Non Profit. Minnesota.
  39. Middleton, Arthur Hughes. 2003. The Customer Loyalty Solution: What Works (and What Doesn‟t) in Customer Loyalty Programs, McGraw-Hill: New York.
  40. Newman, B.I. (1994). “The marketing of the president: political marketing as campaign strategy” . London: Sage Publcation.
  41. Niffenegger P.B. 1989. “Strategies for success from the political marketers”. Journal of Consumer Marketing, Vol. 6, No. 1, pp. 45-51
  42. Nordman, Christina. 2004. Understanding Customer Loyalty and Disloyalty: The Effect of Loyalty Supporting and Repressing Factors. Swedish School of Economics and Business Administration: Helsinki Finland.
  43. O‟Cass, A. 1996.“Political Marketing and the Marketing Concept”. European journal of marketing, 30, 10/11, pp. 45-61
  44. O‟Leary, R. and Iredale, I. 1976. “The marketing concept: quo vadis?”. European Jpurnal of Marketing, 10, 3, pp. 146-157
  45. Pearce II, John A. dan Richard B. Robinson, Jr., 2003, Formulation, Implementation, and Control Competitive Strategy, Eight Edition, McGraw-Hill Irwin, Boston.
  46. Perrey, Randall, Alex Johnston, Mark Lycett, and Ray Paul. 2004. Value propositions: a new conceptualisation for integration. The Journal of Enterprise Information Management. Vol.17. Page 142- 163. Emerald Group Publishing Limited
  47. Picolli et al. 2003. Customer Relationship Management: a Driver for Change in The Structure of The US Lodging Industry. Cornell Hotel and Restaurant Administration Quarterly. August, p. 61-73. Reeves, Peter. Political Parties and Political Marketing „Strategy‟.Paper British Academy of Management Conference 2009. Brighton, UK
  48. Reid,D. (1988).“MarketingthePoliticalProduct”.EuropeanJournalofMarketing
  49. Robinson, C. Elizabeth. 2006. Advertising and The Market Orientation of Political Parties Contesting The 1999 and 2002 New Zeland General Election Campaign. A Thesis Presented in Fulfilment of The Requirement for The Degree of Doctor of Philosophy in Politics, Massey University, New Zelanda
  50. Robinson, Frazer. J. 2001. CRM – The Critical Success Factors. Melalui
  51. Shama, A. 1975.“The Marketing of Political Candidates”. Journal of Academy of Marketing Science, Vol. 4 No.4, pp.787-77
  52. Sheth, Jagdish N, Atul Parvatiyar & G. Shainesh. 2002. Customer Relationship Management: Emerging Concepts, Tools, and Application. New Delhi: Tata-McGrawHill.
  53. Smalley, Carol Parenzan. 2002. CRM: Now What? (Real CRM, Technology, and Economic Challenges).Melalui .
  54. Smith, G. and saunders, J. 1990. “the application of marketing to british politics”. Journal of marketing management, 5, 3, pp.295-306
  55. Storbacka, Kaj & Jarmo R. Lethtinen. 2001.Customer Relationship Management: Creating Competitive Advantage Through Win-Win Relationship Strategies. McGraw-Hill: Singapore.
  56. Svensson, Göran. 2001. Extending trust and mutual trust in business relationships towards a synchronised trust chain in marketing channels. Journal: Management Decision. Volume: 39 Issue: 6 Page: 431 – 440. Publisher: MCB UP Ltd.
  57. Terech, Andres, et.al. 2002. Consideration, Choice and Classifying Loyalty. Research paper on William E. Leonhard University.
  58. Uncless, Mark D, et.al. 2002. Customer Loyalty and Customer Loyalty Program. School of Marketing Working Paper.98/6.
  59. Walters, Halliday, dan Glaser. 2002. Dimensions of Customer Value and The Tourism Experience : An Exploratory Study. Anzmac.
  60. Ward, Ward and Aleksandra Lewandowska. 2005. Shelter in the storm: marketing strategy as moderated by the hostile environment. Marketing Intelligence & Planning.MBC.Singapore.
  61. William, Baker and Sinkula, James, 1999, The Synergistic Effect Of Market Orientation and Learning Orientation on Organizational Performance, Journal of Academic Marketing Science, Volume 27.
  62. Youl Ha, Hong. 2004. Factors influencing consumer perceptions of brand trust online. Journal: Journal of Product & Brand Management. Volume: 13 Issue: 5 Page: 329 – 342. Publisher: Emerald Group Publishing Limited.
  63. Yu, You-Ping and Shu-Qin Cai. 2007. A new approach to customer targeting under conditions of information shortage. Marketing Intelligence & Planning.MBC. London.
  64. Yuyus Suryana Sudarma, 2000, Pengaruh Lingkungan Sosial dan Pelaksanaan Program Bauran pemasaran Jasa telekomunikasi Seluler Terhadap Preferensi an Tuntutan, serta Tingkat Kesetiaan Pelanggan (Suatu Survai di DKI dan Propinsi Jawa Barat), Disertasi, Program Pascasarjana Universitas Padjadjaran, Bandung.
  65. Zeithaml, Valerie, A, Mary, Jo, Bitner, 2000, Service Marketing, Integrating Customer Focus Across The Firm, second edition, International edition, Prentice Hall, Singapore.
  66. Zikmund, William G, Raymond McLeod, Jr, & Faye W. Gilbert. 2003. Customer Relationship Management: Integrating Marketing Strategy and Information Technology. John Willey&Sons, Ltd: USA.

Cite this Article: