Ramdhani, Nadya (2014) Audit Manajemen Sebagai Dasar Untuk Menilai Efektivitas Fungsi Pemasaran (Studi Kasus Produk Brizzi Pada Kantor Cabang Bank Bri Malang Kawi). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk menilai efektivitas pelaksanaan fungsi pemasaran, faktor-faktor apa yang menjadi kendala dan hambatan manajemen dalam pencapaian tujuan pemasaran, dan memberikan rekomendasi kepada manajemen untuk meningkatkan pencapaian efektivitas pemasaran ptoduk Brizzi di Kantor Cabang Bank BRI Malang Kawi. Penelitian ini menggunakan metode penelitian kualitatif dengan pendekatan studi kasus. Data-data dalam penelitian ini diperoleh melalui kuesioner dan wawancara. Penilaian efektivitas fungsi pemasaran dilakukan dengan membandingkan kriteria, kondisi, penyebab, dan akibat. Hasil penelitian menunjukkan bahwa enam fungsi pemasaran telah berjalan efektif. Fungsi pemasaran yang berjalan efektif adalah lingkungan pemasaran, strategi pemasaran, organisasi pemasaran, sistem pemasaran, fungsi pemasaran lainnya, dan produktivitas pemasaran. Berdasarkan hasil penelitian, peneliti memberikan beberapa rekomendasi perbaikan.
English Abstract
This research has purposes to asses the effectiveness of marketing function implementation, to know weaknesses of marketing function implementation and to give correction recommendation for reaching effectiveness of marketing implementation BRIZZI product at Kantor Cabang Bank BRI Malang Kawi. This research used qualitative research method with case study approach. Data were collected from questionnaire and interview. Assessment of marketing function was done by comparing criteria, condition, causes, and effect. This research’ result showed that six marketing functions had assessed had ran effectively. Marketing functions that ran effectively are marketing environment, marketing strategic, marketing organization. marketing system, others marketing function, and marketing productivity. According to the research’ result, researcher give some correction recommendations.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2014/301/051405381 |
| Subjects: | 600 Technology (Applied sciences) > 657 Accounting |
| Divisions: | Fakultas Ekonomi dan Bisnis > Akuntansi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 18 Sep 2014 13:13 |
| Last Modified: | 21 Oct 2021 02:25 |
| URI: | http://repository.ub.ac.id/id/eprint/107322 |
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