E-BOOK MARKETING MANAGEMENT

CLOSING 1. Conclusion This article highlights the importance of building better customer relationships as a crucial initiative in the business world. To achieve this goal, companies are working to strengthen their bonds with customers through various actions such as improving customer service, listening to customer feedback, providing more personalized solutions, and creating a positive customer experience. These efforts aim to generate stronger customer loyalty, increase customer retention, and achieve sustainable growth by understanding and meeting customer needs. One way to achieve this is by developing a Value Proposition and Profitable Positioning.

CHAPTER IX DISCUSSION Product differentiation can lead to considerable competitive advantages (Allmendinger, 2021; Daharat et al., 2022; Kúnin & Žigić, 2023; Ruiz-Moreno et al., 2021). The attributes used to differentiate include fundamental functionality, features, performance quality, durability, dependability, form, style, and customization (Babenko et al., 2022). A few critical tactics are essential for product differentiation (Topaler et al., 2023). First, the difference is based on ensuring that a product's fundamental features go above and beyond what customers anticipate (J. Zhang et al., 2022). Including features that improve a product's primary function is an additional worthwhile approach, where the careful balancing act between customer value and business expense informs feature choice (Xu et al., 2021). Performance quality and conformance quality are two important pillars that work together (Diana et al., 2022). To keep customers satisfied, products need to perform better while meeting certain requirements continuously (Bayo-Moriones et al., 2021). Giving a product longevity as a feature may also increase its worth, if the price is fair and possible obsolescence is avoided (Han et al., 2023). Upholding the dependability of the product is essential to building and maintaining client confidence (Omran et al., 2021). Product originality may be created by utilizing shape and style, which are tangible characteristics difficult for rivals to imitate (Erwin et al., 2022; Hunter et al., 2023; Maulana & Haerah, 2021). Ultimately, adopting customization offers a calculated way to stand out from the competition by making items specific to each unique consumer (C. Zhang & Zheng, 2021). Combining these tactics creates a powerful toolset for successfully differentiating items in an extremely competitive market (Navaia et al., 2023). The marketing planner essentially has techniques for product differentiation and market segmentation (Helmold, 2022b; Owusu & Agyemang, 2021; Sari, 2021). In the instance of product differentiation, the provider creates an offering that is materially and significantly different from other competitor products, which they feel will attract consumers but have no idea who they will be (Herdiati et al., 2021). Suppliers pursuing a market segmentation approach, on the other hand, begin by recognizing unfulfilled client wants and generating new offers to precisely care for them (Berbeglia et al., 2021). As a managerial approach, marketing is associated with the idea of using product differentiation to obtain a competitive edge, where the unique selling point of the good or service is driven by the needs and preferences of the customer (Banker et al., 2023). To be successful, one must be able to give a quantifiable advantage that distinguishes one supplier's goods from another (Farida & Setiawan, 2022). If consumers assume that all things are the same, price becomes the distinguishing feature, transforming the provider into a price taker and compelling them to give up the critical administrative role of maintaining control (Geng et al., 2022). When presented with a scenario like this, a genuine manager understands that the situation can be saved (and brought under control) by implementing a strategy of product differentiation (Njue et al., 2023). This will ideally be achieved by producing a product that is objectively different in appearance from comparable offerings from other companies; but, if this is not feasible, benefits that are seen as subjective must be generated through marketing, service, and promotion (Sarangi et al., 2021).

After identifying its target market precisely, the company focuses on creating a marketing strategy that will outperform the competition in meeting the target's requirements and desires (Dash et al., 2021; F. Li et al., 2021; Q. Zhang et al., 2022). The four Ps—product, pricing, location (distribution), and promotion—are the fundamental components of the marketing mix, and when we talk about a marketing program, we mean the strategic arrangement of these aspects (Wichmann et al., 2022). Since the product is primarily in charge of satisfying the requirements and desires of the client, it typically receives the most attention even if each component is crucial to the marketing strategy's success (Ferrell et al., 2022). Design is the culmination of all the elements that influence how customers see the appearance, feel, and functionality of a product (Ahmada et al, 2022; Han et al., 2021; Watkins et al., 2021). In addition to being aesthetically pleasing and serving a practical purpose, the design also plays on our emotions (Zhou et al., 2021). A corporation may effectively position and differentiate its products and services through design as the competition gets more intense (Canto Primo et al., 2021). It is crucial to use design to communicate brand meaning and positioning in our visuallyoriented society. Form, color, and visuals that strike the eye may make an item stand out from similar goods (Ji & Lin, 2022). Customer perception may be changed by design to improve brand experiences (B. T. H. Yen et al., 2023). As holistic marketers get to understand the emotional impact of design and how important appearance and feel are to customers, design is becoming more significant in areas where it used to be minor (Joshi, 2022). Some nations, like Scandinavia for objects made for practicality, beauty, and environmental perception, and Italy for fashion and interiors, have gained enormous recognition for their accomplishments in the field of design (Burke et al., 2023; X. Chen et al., 2021; Lo et al., 2021). Most items are a component of a business's product range or portfolio (Aguilar Lopez et al., 2022). To guarantee that the firm offers an optional range of goods to suit the demands of various client groups, each product should have a relationship with other products (Popovic et al., 2022). An organization's whole product offering, encompassing many product lines and categories, is referred to as its portfolio (Ding et al., 2023). The product mix's four dimensions—width, length, depth, and consistency—give the corporation four options for growing its clientele (Shakouhi et al., 2023). To further diversify its product mix, the corporation might introduce new product versions for every existing product (Andersén, 2021). Lastly, the business might aim for greater uniformity throughout its product range (Mei et al., 2023). To make these judgments on products, services, and brands, marketers could carry out a product line analysis (C. Yang et al., 2021). A fragmented strategy minimizes the initial cost burden by permitting incremental market testing, but it runs the risk of rivals quickly learning about the changes and taking countermeasures (Depperu et al., 2021; Eberhardt et al., 2022; Treep et al., 2021). Thorough thought must go into deciding between a partial or complete makeover (Danuso et al., 2022). Companies must carefully consider their options when modernizing a product line, and the strategy chosen must take market conditions and strategic objectives into account (C. Li & Guo, 2022). Continuous modernization is necessary for markets that are changing quickly to maintain product relevance and entice customers to switch to higher-value solutions (Lähteenmäki et al., 2022). While some organizations diversify their services to protect themselves against market volatility, others attempt to develop product lines that allow cross-selling (Lei et al., 2021). A product line's length might vary depending on the company; those aiming for expansion and a larger market share may choose longer lines, while those focused on profitability may choose shorter lines with carefully chosen

items (H. Wang & Wang, 2022). Ultimately, the choice of strategy needs to be strategic, based on the goals of the organization and the state of the market (Patil et al., 2022). Product ranges tend to lengthen over time (Ma et al., 2022; Schmitz et al., 2023; Wong et al., 2021; X. Yan et al., 2022). Product line managers are under pressure to create new goods due to excess manufacturing capacity. (Kagotho et al., 2022). To please clients, distributors, and sales representatives are also pushing for more comprehensive items (Supriyanto et al., 2021). However, the price of designing and constructing new things, holding them, making adjustments to manufacturing, processing orders, shipping them, and advertising them goes up as more are added (Maqsoom et al., 2021) Lastly, a lack of funding or production capacity may cause senior management to halt development (Feng et al., 2022). Customers may get sick of dense product offers, broad brand portfolios, and feature-rich items due to the recurrent cycle of product line growth and ensuing cutbacks (Ursu et al., 2023). Product line managers can use revenue and cost analysis to check the line on a regular basis for dead wood that is cutting into earnings (Liu et al., 2021). An essential component of product marketing is packaging (Cui et al., 2021; C. Huang & Chen, 2021; Punjani & Org, 2022). It entails creating and designing product wrapping or containers (Zhu et al., 2022). Good packaging has three main functions: it protects the goods, makes handling and storing easier, and guarantees user-friendliness (M. R. Yan et al., 2022). Additionally, it must deliver correct facts without lying. Moreover, packaging is an effective sales technique since visually appealing and educational designs draw in customers and motivate them to buy (Hallez et al., 2023). Packaging distinguishes items in competitive marketplaces and shapes customer preferences (Silva & Pålsson, 2022). Packaging is therefore a strategic instrument for marketing and sales, not merely a covering (Scharpenberg et al., 2021). The consumer's ability to make purchases, self-service shopping, brand perception, and packaging developments are the main drivers of the expanding usage of packaging as a marketing strategy (Chinen et al., 2021; Gosal et al., 2021; Messinese et al., 2023). Good packaging should provide a good first impression, explain the contents, and draw attention to itself. It should also foster confidence(Poças & do Céu Selbourne, 2023). Packaging that is both functional and aesthetically pleasing might command a higher price from wealthier customers (Asmoro & Tuti, 2023). Packaging innovations improve a product's usefulness and attractiveness for both producers and customers (Wagh et al., 2023). Packaging needs to accomplish several important goals, such as protecting the product, promoting consumption, brand recognition, and persuasive and instructive messages (R. Li et al., 2023). Marketers need to make sure that the packaging's functional and aesthetic elements complement each other and offer companies and consumers value to achieve these objectives and fulfill consumer expectations (W. Wang et al., 2023). Functionality is important, especially in structural design (Kabanova, 2022). The process of designing and building a product container, which typically consists of three layers, is referred to as packaging (W. Huang et al., 2022; S. Zhang, 2022). Some of these layers are used to draw the buyer's attention and differentiate the product from rivals (W. Huang et al., 2022). It is an important component since it serves as the buyer's first point of contact with the goods, thereby serving as advertising (Swider et al., 2021).Every component of the packaging should complement the promotion, price, and overall marketing plan (Ranno et al., 2022). Size, form, materials, colors, text, and graphics are all aspects of aesthetics that are equally significant (Zhong & Gao, 2022).

With a warranty, the consumer is assured that the manufacturer will make up for any underwhelming performance of the goods (Abduh, 2021; Cao, 2022; Ikram et al., 2023; Saktia et al., 2023). With their emphasis on customer focus, responsibility, speeding up the creation of performance standards, and guidance in recovering from mistakes, warranties not only improve the customer experience but also benefit the business(Arshad & Haroon, 2023). It is typical for merchants to provide both generic and bespoke warranties (Hou et al., 2022). A typical company's satisfaction guarantee convers all aspects of the customer's experience with the product, including the customer's subjective assessment of quality as well as the objective quality of the product (Kumar & Ayodeji, 2021). An alternative would be for a business to offer a guarantee on a certain attribute, emphasizing something like durability, performance, or dependability (Sulaksono & Azizah, 2022). The terms of these guarantees can be varied, ranging from the product's lifespan to the customer's ownership period, or they might have defined periods, like a year (C. Yan et al., 2022). Although they have two key differences, warranties and guarantees provide comparable benefits to businesses and consumers (Bris et al., 2021). Unlike a warranty, which typically allows the buyer to return a product for a refund, a warranty typically covers the repair or replacement of the item. Additionally, the guarantees are always provide free of charge and do not require any additional financing from the customers (Mutlu & Yildiz, 2023). However, there are extended warranties that may be purchased to prolong the product's basic guarantee, either at the time of purchase or later (Mitra, 2021). For producers and merchants, extended warranties and service agreements may be quite lucrative (Fu et al., 2022; Hruschka et al., 2022; Salmasnia & Baratian, 2021; J. Yang et al., 2021). To lower the buyer's perceived risk, warranties and guarantees are both essential (Marth et al., 2022). They give out an air of dependability both in terms of the company and the products (Gallina et al., 2022). For less well-known businesses or goods that are better than those of rivals, this is extremely beneficial (Selva Birunda & Kanniga Devi, 2021). Important qualities that make up effective product warranties and guarantees are their relevance, ease of understanding, and ease of use for consumers (Dutta et al., 2022). The assured feature should be important to consumers since relevance is crucial (Raju et al., 2022). If the company's promises and the actions the customer should take in the event of product failure are presented in a clear and understandable way, then the level of assurance is minimal or even non- existent (Holweger et al., 2023). Also, the least number of restrictions and limits the customer guarantees have, the more effective they are (Z. Huang et al., 2021). If the product does not meet the requirements of the guarantee or warranty, this simplified process saves consumers time and effort in their quest for satisfaction (Kušar et al., 2021). Businesses try to create lasting relationships and become necessary by establishing emotional connections with their clients in a world where competition presents a plethora of options (Likarchuk et al., 2022; Moshtari & Vanpoucke, 2021; Y. Zhang et al., 2021). A powerful brand may engender trust, loyalty, and conviction in its superiority, much like a beacon in a congested marketplace (Nesset et al., 2021). A brand's reputation has a big influence on how successful it is, whether it is a product, nonprofit, or business (Rice et al., 2023). Marketers must make several judgments regarding their products, such as those about trade names, trademarks, logos, brands, and names (Alyafei, 2022; Swani et al., 2021; K. Zhang et al., 2022). A brand is more than simply a name, phrase, or logo; it is everything connected to the product, from its appearance to its meaning and the experiences it offers as a whole (Mohammadi Aydoghmish & Rafieian, 2022). Branding is a methodical procedure used to raise awareness and

foster client loyalty (Zhao et al., 2022). Leadership commitment and a long-term investment mindset are required (Hoang et al., 2022). Effective branding entails seizing every chance to explain to consumers why they should choose a certain brand over competitors (Ishola, 2022). Businesses use branding to lead, outperform rivals, and provide the greatest tools possible for staff to interact with consumers (Novitasari et al., 2022). CONCLUSION A product is anything that is presented to the market with the intention of satisfying the requirements or wants of the customer to garner attention, acquisition, usage, or consumption. Ideas, locations, businesses, services, and tangible items can all be considered products. When creating a new product, managers need to consider several important aspects, including coproduction among consumers, accessibility, environment, and customer engagement with the service delivery system. Customer perception and experience of the product are influenced by all these factors. Products may be divided into four categories, which are crucial to comprehend: core products, facility products, support products, and auxiliary items. Facility products are items and services that facilitate the usage of core products, whereas core products are the fundamental advantages that buyers want. Additional goods and services that raise the primary product's value and level of pleasure are referred to as support items. Aspects of ancillary items set the product apart from rivals and foster consumer loyalty. Conversely, branding refers to the act of assigning a name, symbol, sign, or design to a product to identify it and set it apart from competing items. In addition to fostering good associations and performance expectations, branding aids in product recognition and recall for customers. It is crucial to remember that branding calls for elements like dependable product quality, potent marketing messaging, and devoted clientele. The creation of new products is a crucial stage in adapting to demands or changes in the market. From idea generation to product commercialization, this process includes of several processes, including idea selection, idea development and testing, marketing strategy, business analysis, and market school. A product goes through four major phases in its life: introduction, growth, maturity, and decline. To increase product sales and profitability, each stage presents distinct marketing methods and unique problems. The dissemination of products in the market is influenced by various factors, including product attributes like relative advantage, suitability, complexity, trialability, and observability, as well as market attributes like size, social structure, interpersonal communication, and change-averse attitudes. A thorough comprehension of these ideas is necessary for product managers to oversee goods successfully throughout their life cycles.

Background Library is one of the important elements in supporting education, research, and development of science(Huda et al., 2021). Along with the times, libraries have experienced a significant revolution, especially with the advancement of digital technology(Alini, 2021). This development provides a great opportunity to improve the quality of library services and meet customer needs more effectively and efficiently(Haris et al., 2022). In today's digital era, libraries are required to continue to innovate in providing quality services(Issa & Thabit, 2022). Service quality is an important parameter that determines user satisfaction and trust(Fuest et al., 2023). Quality service will meet or even exceed the expectations and needs of users, as stated by Zeithaml (1990)(Anwar & Suriyok, 2022). One way to improve the quality of library services is through innovation. Innovations in library services enable librarians to utilize the latest technologies and methods in providing better and more efficient services(Wu, 2022). However, innovation is not only limited to the use of technology, but also includes the development of strategies, methodologies, and content relevant to user needs(Soon et al., 2022). Librarians as the frontline in providing library services have a key role in creating innovation(Saeed & Ramdane, 2022). They must be able to understand and respond to challenges and changes in the library world, both from internal and external factors(Cohen, 2022). These factors include increasing user demands, changes in technology, and the evolution of information needs(Shukla et al., 2022). In the context of research institution libraries, librarians have a special responsibility to serve re searchers optimally(Smolianov et al., 2022). Researchers need access to high-quality resources and reference services to support their research(Ramamoorthy & Wang, 2022). Therefore, librarians at research institutions are required to innovate in service development, including bibliometric services, literature review, data visualization, and assistance to national scientific repositories(Drumond et al., 2022). By understanding the importance of innovation in library services, especially in the digital context, librarians need to continue to develop their creativity and competence as content creators(Csontos & Heckl, 2022). The use of digital media such as videos, podcasts, websites, and social media platforms can be an effective means to convey information and meet the needs of users in a more interactive and interesting manner(Sbaffi & Zhao, 2022). In the context of the University of Muhammadiyah Yogyakarta (UMY), efforts have been made to develop the creativity of librarians through various trainings and workshops(Salloum et al., 2022). The results include a variety of innovative products such as videos, podcasts, websites, and social media content that support the library's digital services(Subramaniam et al., 2022). Through this research, we will further explore the steps taken by UMY librarians in developing creativity as content creators and how the resulting content supports library digital service innovation(Nashihuddin, 2021). This will provide valuable insights into concrete efforts to improve the quality of library services in the ever-evolving digital age(Zampognaro et al., 2022). FILL

Service improvement has become a key focus for organizations across multiple sectors, with the aim to meet and exceed customer expectations while still maintaining operational efficiency(O’ Doherty et al., 2022). An integrated approach between innovative service design and effective management has emerged as a key strategy to achieve this goal(“THE METHODOLOGY OF ISLAMIZATION OF KNOWLEDGE: A CONCEPTUAL STUDY,” 2022). This research discusses the importance of combining creative design elements with current management practices to optimize services(Pan et al., 2022). Through in-depth analysis of diverse service industry case studies, we identify strategies and best practices that have proven effective in improving service quality and efficiency(Sakellari et al., 2022). We also explore how service design that focuses on customer experience can increase customer satisfaction and loyalty(Tariq et al., 2022). In addition, this study discusses the importance of efficient management in facing the challenges of operational complexity and changing business environments(Hong et al., 2023). We discuss the use of the latest technology and information systems in supporting more effective service management processes(Wang et al., 2022). The results of this study provide valuable insights for organizations looking to improve their services through an integrated approach between design and management(Abeywardana et al., 2022). We underscore the importance of investing in developing comprehensive service design and management skills, as well as building a culture of innovation that puts customer needs and preferences first(Abeywardana et al., 2022). This research makes a significant contribution to the understanding of how organizations can optimize their services through a holistic approach that includes innovative design and effective management(Fiorineschi et al., 2021). Library revolution is the development of libraries from time to time which has its own characteristics in each period(Lezia et al., 2022). This makes different challenges because each librarian can experience several of these developmental periods, so it is the librarian obligation to adjust to the existing challenges(Da Silva et al., 2022). There are two factors that influence librarians in creating library service innovations, namely factors from within the librarian itself and from the librarian's external environment(Fikri & Sarah, 2022). These factors are to answer how we behave, because of today's demands, a librarian must be able to create innovative services in the library that support the creation of innovation for its users(Agarwal et al., 2021). Librarians who work in research institution libraries are required to serve researchers optimally(Schneikart & Mayrhofer, 2022). To improve services, librarians need to innovate service development. Based on these problems, a study of librarian innovation was carried out in the development of research library services at the National Research and Innovation Agency(Mushi et al., 2020). The results of the study show that librarian innovation in developing services in libraries is by developing services through intrabrin in providing services(Zwane & Matsiliza, 2022). Library and Innovation Libraries in today's digital era continuously need to improve their quality "Service quality is the extent of discrepancy between customer's expectations or desires and their perceptions'' (Zeithaml, 1990)(Weisstanner & Armingeon, 2022). Service quality is a condition associated with meeting customer needs and

expectations(Aulman et al., 2022). A service can be said to be of quality if it can provide services and products that are in accordance with customer expectations and needs(Tomczyk et al., 2022). Service quality is always correlated with the attitude or way employees serve customers or society satisfactorily (Goetsch and Davis, 2000) One way to improve service quality is through innovation(Gomez & van Niekerk, 2022). Digital Reference Services Digital Reference Services commonly called Digital Reference Services is a service in libraries that is carried out online (in the network) and reference transactions are communicated with computer media. This digital reference service is not limited to a specific time and place(Barik et al., 2022). Users can consult via email or online media, from any location(Kannisto et al., 2022). In line with the progress of this form of service must be in line with the development of reliable human resources (HR) and have the ability to information technology(Asanah & Siregar, 2022). The forms of its services, as Cassel mentioned, are not as challenging(Teall, 2022). Conclusion: The library revolution that occurred over time reflected the unique developments of each period. This presents diverse challenges for librarians, who must be able to adapt to the existing dynamics. The two main factors that affect the ability of librarians to create library service innovations are internal factors from librarians themselves and external factors from the surrounding environment. Librarians, especially in research institutions, have a crucial task in providing optimal services for researchers. To meet these demands, innovation in the development of library services is key. Through this research, it was found that librarians at the National Research and Innovation Agency (BRIN) have developed various innovative services through intrabrin. Services such as bibliometrics, literature review, data visualization, and assistance to national scientific repositories are clear evidence of librarians' commitment to improving research results.

CHAPTER X OPTIMIZING SERVICES THROUGH DESIGN AND MANAGEMENT DISCUSSION A. Formulate an Effective Brand Positioning Strategy Facing increasingly fierce competition in the market involves a series of careful steps and a deep understanding of the brand, target market and business environment. The following is an explanation of several key steps in formulating an effective brand positioning strategy: 1. Deep Understanding of Brands and Brand Values. The first step is to understand the brand in depth, including the brand's values, vision and mission. It also involves determining the unique attributes that will be identified with the brand. In the face of intense competition, brands need to have a strong and consistent value proposition that differentiates them from competitors 2. Market and Competition Research. Analyzing the market and competitors is a key step. This involves market research to understand consumer preferences, industry trends, and opportunities in the market. Companies also need to have a good understanding of how their competitors are positioning their brands. SWOT analysis (Strengths, Weaknesses, Opportunities, Threats) can help in understanding a brand's position in a competitive context. 3. Determining the Target Market. Determining who the right target market is is important. Brands need to be tailored to the preferences and needs of the target audience. A good understanding of customer demographics, psychographics and behavior can help in determining an effective target market. 4. Preparation of Brand Positioning Strategy. Once a deep understanding of the brand, market and competitors is created, the next step is to formulate an appropriate brand positioning strategy. This involves selecting brand attributes, images and messages that will help create a positive image and differentiate the brand in the

minds of consumers. The brand positioning strategy must also be in line with the brand's values and mission. 5. Branding Consistency. Consistency is very important in brand positioning. Brand messaging, logo design, colors and brand communications must be consistent across platforms and channels. This helps reinforce the desired brand image and makes the brand more easily identified by consumers. 6. Use of Social Media and Technology. Utilizing social media and technology to interact with consumers and promote brands is key in the digital era. Social media platforms can help brands interact with consumers directly, and data analysis can provide valuable insight into how brands are perceived by consumers. 7. Continuous Evaluation and Adjustment. Brand positioning is not a finished task. Companies need to continually evaluate their brand positioning strategies, measure performance, and adapt to changes in the market and consumer preferences. Changes in the business environment and changes in competitors also need to be considered. In the face of increasingly fierce competition, an effective brand positioning strategy not only creates a strong brand image, but also allows companies to maintain and increase their market share. This requires a deep understanding of the brand and business environment, creativity in formulating strategies, and consistency in implementation B. Factors Influencing the Choice of Brand Attributes and Associations in the Process Crafting the Brand Positioning. In the process of crafting the brand positioning, selecting brand attributes and associations is a very important step to differentiate your brand from competitors and create the desired brand image in the minds of consumers. There are several factors that influence the selection of brand attributes and associations in this process: Target Market and Consumer Preferences: 1. One of the main factors influencing the selection of brand attributes and associations is the intended target market. It is necessary to understand well what consumers want and

expect in a particular product or service category. For example, if a brand is aimed at young consumers who seek innovation and novelty, brand attributes and associations should reflect the values and preferences of that group. 2. Competitors and Differentiation Competitor analysis is important in determining brand attributes and associations. Companies need to understand how their competitors position their brands. In the face of intense competition, the choice of attributes and associations must be able to differentiate your brand from competitors. This could involve selecting different attributes or creating stronger associations. 3. Brand Values and Identity Brand attributes and associations must align with brand values and identity. This includes a deep understanding of what the brand represents and what the brand hopes to achieve. For example, brands that emphasize quality and reliability should choose attributes that reflect these characteristics. 4. Industry Trends and Market Changes Trends in the industry and changes in consumer preferences can influence the selection of brand attributes and associations. For example, if there is a shift in consumer preferences towards sustainability and eco-friendly products, brands will need to adjust their attributes to reflect this. 5. Brand History and Heritage Brand history and heritage can also play a role in the selection of brand attributes and associations. Some brands may have values that have been recognized and appreciated for many years, and these attributes can be maintained or strengthened in the process of crafting the brand positioning. 6. Customer Satisfaction and Feedback Customer satisfaction and customer feedback can provide valuable insight into the selection of brand attributes and associations. Companies can use this information to adjust or strengthen branding elements that consumers consider important. 7. Company Leadership and Company Culture Company culture and leadership can also influence the selection of brand attributes and associations. The values espoused by the company and the vision of the company's leaders can be reflected in brand attributes and associations. Effective selection of brand attributes and associations requires indepth analysis, a strong understanding of the brand, market, and competitors, and the ability to adapt to changes in the business environment and consumer preferences.

C. What is the Role of Technology and Social Media in Shaping Brand Positioning. The Role of Technology and Social Media in Shaping Brand Position: 1. Faster and Wider Brand Recognition. Technology and social media have allowed brands to be known to more people quickly and widely. Through social media platforms such as Facebook, Instagram, Twitter, and LinkedIn, companies can introduce their brand to a larger audience, strengthen brand awareness, and build brand image. 2. Direct interaction with consumers. Social media allows brands to interact directly with consumers. This creates opportunities to listen to customer feedback, resolve issues, and better understand consumer preferences. This allows brands to modify their positioning according to customer feedback and makes the brand more relevant. 3. Broadcasting Relevant Content. Technology and social media allow brands to spread relevant content quickly. This can include various forms of content such as videos, images, and articles. Brands can use this content to build a strong brand image and share brand messages with their audience. 4. Measuring Performance and Analyzing Data. Technology allows brands to measure campaign performance and collect data on how audiences interact with the brand. This provides valuable insight into the effectiveness of a brand's positioning strategy and helps brands to understand what is working and what is not. Changes with the Evolution of Digital Media: More Interaction Channels Greater Personalization. Instant Response. Transparency and Consumer Involvement Possibility of Virality. With the evolution of digital media, brands must remain adaptive and responsive to environmental changes. Brands that can utilize technology and social media effectively can build a strong and relevant brand position in this digital era.

What is ContributionCrafting the Brand PositioningIn Creating Customer Loyalty. Crafting the brand positioning, plays an important role in creating customer loyalty and increasing the company's market share. That is: Identifying and Fulfilling Consumer Needs. In the process of crafting the brand positioning, companies must deeply understand the needs, preferences and values of their consumers. By understanding this, they can formulate a more appropriate and relevant brand positioning. This helps in creating products, services, and messages that match what consumers want, which in turn builds trust and loyalty. 1. Differentiation from concurrent Pes. Brand positioning helps brands differentiate themselves from competitors. By highlighting unique attributes and associations, brands can attract consumers' attention and create a strong image. Consumers tend to be more loyal to brands that they perceive as having unique added value. 2. Consistent Brand Message Communication. Brand positioning helps create a consistent brand message across all communication channels. With consistent messaging, consumers are more likely to recognize the brand and feel consistency in their experience. This builds a sense of confidence and comfort, which are important factors in creating loyalty. 3. Delivering More Value. Brands that are effective in crafting their brand positioning can present clear added value to consumers. This could be better product quality, better customer service, or relevant additional benefits. Consumers who feel they are getting more value tend to be more loyal and satisfied. 4. Measuring Performance and Adjusting. In brand management, it is important to continuously measure the performance of brand positioning strategies and listen to customer feedback. This allows companies to make necessary adjustments to maintain or increase customer loyalty. When consumers see that brands are listening and responding to their needs, they tend to be more loyal. 5. More Effective Marketing. With a clear brand positioning, companies can develop more effective marketing campaigns. They can identify the right target market and design more relevant messages. This saves marketing resources and increases campaign efficiency. 6. Influence on Purchasing Decisions.

Brand positioning also influences consumer purchasing decisions. Loyal consumers are more likely to choose brands they know and trust. Thus, companies with a strong brand position have an advantage in converting interest into purchases. 7. Increase Market Share. By creating strong customer loyalty and attracting new customers through a strong brand image, companies can experience an increase in market share. Satisfied and loyal customers will help companies maintain and expand their market share. In order to achieve long-term success, companies must understand how important it is to craft the brand positioning well. This is a strong foundation for building a strong brand image, creating customer loyalty, and increasing a company's market share. D. How Companies Can Adapt Their Brand Positioning Strategies to Changes in Consumer Preferences and Trends. Companies need to have flexibility in adapting their brand positioning strategies to changes in consumer preferences and changing market trends. Here are some steps you can take to achieve this: 1. Conduct Continuous Market Research. Companies must continuously conduct market research to understand changes in consumer preferences, market trends, and purchasing behavior. This includes market data analysis, customer interviews, surveys, and observing industry trends. With deep understanding, companies can respond quickly to change. 2. Interact with consumers. Direct interactions with consumers via social media, call centers and other communication channels can provide valuable insights. Listening to consumer feedback and answering their questions and concerns can help companies adjust their brand positioning strategy according to consumer expectations. 3. Flexibility in Brand Messaging and Image. Companies must have flexibility in changing their brand messages and images according to changing consumer preferences. This may involve changes in the advertising campaign, packaging design or added value offered by the brand. 4. Product and Service Innovation. Product and service innovation that is responsive to changing consumer trends and preferences is important. This may include developing new products, improving quality, or introducing features that match market trends and demands. 5. Learning from Competitors.

Seeing what competitors are doing in response to changing trends and consumer preferences can provide valuable insight. Companies can learn from competitors' successful strategies or identify untapped opportunities. 6. Invest in Employee Education and Training. Employees need to be equipped with the knowledge and skills necessary to recognize changes in consumer preferences and market trends. Training related to brand management and response to change can help companies adapt their strategies. 7. Using Data Analytics. Data analytics can help companies identify trends and patterns that may not be immediately visible. By leveraging analytical tools, companies can respond to changes more quickly and accurately. 8. Open Communication with the Entire Organization. Ensure that the entire organization, from management to the marketing team, has a deep understanding of brand positioning strategy and the importance of responding to change. Open communication allows for better collaboration in the face of change. 9. Continuous Test and Evaluate. Once changes are made, companies must conduct ongoing evaluations to understand their impact. Was the change successful or does it require further adjustments? Constant evaluation is key in maintaining brand relevance. Changes in consumer preferences and market trends are natural in business. Companies that can adapt their brand positioning strategy accordingly quickly and effectively will have an advantage in maintaining and increasing their market share. CHAPTER III CLOSING Crafting the Brand Positioningis a very important element in brand management and building long-term business success. This process involves a deep understanding of the brand, market, and consumer, as well as the ability to adapt to ongoing changes. We have seen that crafting the brand positioning involves identifying brand attributes and associations that are relevant to consumer preferences and market trends. This allows brands to differentiate themselves from competitors and create a strong, competitive image. In this paper, we have also explored the conceptcrafting the brand positioningand its critical role in building a strong brand image and achieving customer loyalty. We look at how brand positioning strategies can help companies

to identify relevant brand attributes and associations, deal with changes in consumer preferences, and keep up with changing market trends. We also discuss how technology and social media have helped brands create a strong and responsive position in the digital era. Additionally, we dig into howcrafting the brand positioningcan contribute to the creation of deep customer loyalty and increase the company's market share. Through constant understanding of consumer preferences, the ability to adapt to change, and consistency in brand messaging, companies can maintain and enhance close relationships with customers and achieve sustainable business growth. The importance of brand positioning strategy cannot be ignored in a competitive and ever-changing business environment. Therefore, companies must continue to review and refine their approach in crafting the brand positioning. By doing this, they can stay relevant, build a strong brand image, and achieve their business goals. In the future, we can expect faster changes and increasingly fierce competition in the business world. Therefore, brand management and positioning must remain a company priority. A deep understanding of markets and consumers, creativity in formulating strategies, and responsiveness to change are the keys to success. In closing, let's remember that crafting the brand positioning is an important step in building a strong and relevant brand foundation. It is a powerful tool in achieving business goals, maintaining customer loyalty, and surviving in an everchanging business world. Thus, companies should consider crafting the brand positioning as a sustainable strategic investment in their future.

CHAPTER XI Competitive Strategies Throught Market Understanding, Pricing, and, Sales Promotion DISCUSSION Price Understanding Price is not just a number on a label, but involves various forms such as rental costs, rates, and wages so that the purchase of a new car involves a sticker price that can be modified through dealer discounts or payment with points or bitcoins (Baidya and Maity). In the internet era, buyers can easily compare prices from thousands of sellers and use promotional platforms to get the best deals (Sudirjo). On the other hand, sellers can optimize prices and offer promotions tailored to specific market or buyer profiles, taking advantage of market demand analysis and the use of geolocation to target promotions to customers near their physical stores (Harris et al.). Pricing within companies varies, depending on the scale and organizational structure in small companies, the owner often sets prices, while in large companies, division and product managers are responsible (Hoang Tien et al.). In some cases, top management sets general pricing goals and policies, approving lower management proposals (Gonu et al.). In competitive environments, companies often set up special departments for pricing, which collaborate with marketing, finance and top management departments (Bahmid et al.). There is also the influence of sales, production, finance, and accountant managers in this process. In B2B settings, pricing efficiency increases when authority is shared horizontally among sales, marketing, and finance units, with a balance between centralization and delegation of authority (Febrianti et al .). Consumer Psychology and Pricing Consumers are not just passive price recipients, but actively process price information by considering previous purchasing experiences, formal and informal communications, and other factors (Abdul Lasi and Mohamed Salim). Purchasing decisions are based on consumer perceptions of actual prices, not on prices set by marketers (Roddy). Each individual has a price threshold that is considered reasonable, below which the price is considered bad, and above which the price is considered too expensive (Halimatussakdiah). Therefore, understanding consumer psychology regarding price has become a major focus of marketing, involving aspects such as the psychology of reference pricing, price image, and price cues (Bara et al.). a. Consumers have a general understanding of price ranges, but often use reference prices when considering products and comparing prices against internal or external frameworks, including fair price, typical price, or competitor prices (Hoang Tien et al.). Sellers often try to manipulate these reference prices by placing the product among expensive competitors to create the perception of a higher product class or displaying a high manufacturer's suggested price to give the

impression the product is more valuable and with such strategies reflect the importance of the reference price influence in consumer purchasing decisions ( Gonu et al.). b. Many consumers consider price to be an indication of product quality, especially in goods associated with self-esteem such as perfume, luxury cars, and designer clothing (Baidya and Maity). For example, a bottle of perfume at a high price may have a much lower actual material value, but consumers pay that price as a form of appreciation for the quality they expect from the product (Halimatussakdiah). The relationship between perceived price and quality is clearly visible in cars, where cars with high prices are often perceived as having superior quality (Sudirjo). In contrast, when information about true quality is available, the role of price as a marker of quality becomes less significant; in situations where such information is not available, price still acts as the main indicator for consumers to assess the quality of a product (Harris et al.). Setting the Price Pricing is a critical decision in a company's marketing strategy. There are several stages that need to be considered in determining product prices (Helwig et al.). First, companies must determine pricing objectives that include current profitability, market penetration, market segmentation, or quality leadership (Magalhães et al.). Short-term profits are prioritized by some companies that seek maximum prices, while companies that want a large market share choose market penetration pricing at very low prices (Vicki Dwi Purnomo). Market segmentation is used by companies introducing new technology, whereas quality leadership requires relatively high prices to maintain product quality (He and Deng). In determining demand, companies must understand price elasticity, namely the extent to which price changes affect the quantity sold (Khan and Ali). The costs of producing, distributing, and selling products are factors that must be considered in setting prices (Wang and Li). There are fixed costs that do not vary with production levels, such as rent and salaries, as well as variable costs that vary according to the number of units produced (Fareniuk). In addition, the experience curve also plays an important role, where better production experience can reduce production costs (Eshikumo). Competitor price analysis is also important, where the company must consider the price and product features of competitors (Agrawal and Mandhanya). Pricing methods such as markup pricing, target rate of return pricing, economic value to customer pricing, competitive pricing, and auction type pricing are used in price determination (Wang et al.). Markup pricing involves adding a standard markup to the cost of the product, while target rate of return pricing sets prices based on the desired rate of return (Karthigayini et al.). Economic value to customer pricing considers the customer's economic value, while competitive pricing adjusts prices based on competitors. Auction pricing is increasingly popular, especially in online sales (Ganesha et al.).

Price discrimination is a strategy used by companies to charge different prices to different consumer segments (Hafissou). This may involve pricing based on customer segmentation, product form, distribution channel, location, or time (H.R. Ganesh et al.). Apart from that, determining product mix pricing is also a challenge, where companies must look for prices that maximize profits on the entire product mix (Ali and Anwar). This can involve loss product pricing, optional feature pricing, captive product pricing, two-part pricing, by-product pricing, and bundling product pricing (Bunghez). In the context of pricing, psychological factors also play an important role (Xu et al.). Many consumers use price as an indicator of quality, especially for ego-sensitive products such as perfume, luxury cars, and designer clothing (Baidya and Maity). Perceptions of car price and quality, for example, interact with each other; cars with high prices are considered to have high quality (Shanthi et al.). In many cases, price becomes a significant indicator of quality, especially when information about the true quality of the product is difficult to find (Eshikumo). Therefore, companies must understand how their prices are perceived by consumers and how it influences the perception of product quality (Magalhães et al.). These decisions should be based on careful market analysis, including demand trends, consumer response to price changes, and competitor strategies (Ganesha et al.). Understanding market dynamics and being flexible in adjusting prices can help companies maintain their competitive advantage and increase customer loyalty in the long term (He and Deng). By considering all of these factors, companies can develop effective and sustainable pricing strategies to support their business goals (Helwig et al.). Initiating and Responding to Price Changes In the business world, pricing is a complex and dynamic strategic action and organizations must consider various factors when deciding to initiate or respond to price changes (Xu et al.). Price changes can occur in two directions, namely increasing or decreasing prices, and organizations must plan carefully to anticipate the reactions of buyers and competitors (Ali and Anwar). The situation in the global oil and gas industry is an example of the tactic of initiating price changes. There are cases where organizations have to decide to initiate price cuts to increase sales volume and achieve higher capacity utilization (Bunghez). On the other hand, increasing product prices is also a serious consideration because it can result in increased revenues and profits and the reactions of buyers and competitors to price changes can vary greatly (Hafissou). Customer reactions to price changes depend on the way the change is introduced (Karthigayini et al.). For example, a price increase on an exclusive product such as Rolex or Apple could be interpreted as an increase in quality, while a price cut could be considered an indication of lower quality (Helwig et al.). Competitors also play an important role in pricing, they can respond to price changes in different ways, depending on the size, market share and policies of each company (Harris et al.). In-depth analysis of

competitors' intentions and resources, as well as consumer reactions, is critical in determining the best response to competitors' price changes (Gonu et al.). When responding to price changes by competitors, companies must identify the reasons behind the change, whether it is to take a larger market share, meet changing cost conditions, or lead an industry-wide price change (Valdera et al.). It is important to consider a product's stage in its life cycle, its importance in a company's product mix, and how consumer response may influence pricing decisions (Bahmid et al.). Planning in advance for competitors' price changes and anticipating possible responses from other competitors is key to responding effectively to price changes (Hoang Tien et al.). In a broader context, companies must consider the impact of price changes on their market share and profits (Febrianti et al.). They must choose whether to maintain current prices and profit margins, wait and respond after gaining more information, or respond immediately by adjusting their prices (Roddy). This decision must be based on an in-depth analysis of customer and competitor reactions, and consider all external factors that may influence the company's business (Halimatussakdiah). With careful planning and a deep understanding of the market and competitors, companies can make wise and sustainable pricing decisions (Sudirjo). In facing price changes, adaptive strategies are the key to maintaining a company's competitiveness (Shanthi et al.). Identifying opportunities in competitors' price changes and responding quickly can provide significant benefits (Xu et al.). Companies must continuously monitor the market, follow trends, and understand consumer behavior to anticipate changes in demand and competition (Bunghez). In addition, it is important to build flexibility into a company's pricing policy, allowing for quick and efficient adjustments when the situation requires price changes (Ali and Anwar). In addition, in dealing with price changes, companies must also consider their reputation and brand value. Smart pricing must be in line with the brand image and the value you want to convey to customers (Hafissou). Companies must strike a balance between offering high-quality products or services and maintaining prices acceptable to customers (Ganesha et al.). This alignment creates customer trust and builds loyalty, which in turn can support a company's long-term growth (Karthigayini et al.). By considering these factors and responding quickly and intelligently to price changes, companies can build a strong competitive advantage in an ever-changing market (H. R. Ganesh et al.). Managing Incentives Incentive management systems are important tools in human resource management that aim to motivate employees and improve their performance through providing rewards based on the achievement of certain goals (Wang et al.). Various types of incentives, such as cash, bonuses, promotions, recognition, and other non-financial rewards, can be used to

encourage employees (H.R. Ganesh et al.). Incentive compensation programs not only improve workforce efficiency and productivity, but can also improve employee recruitment, engagement, retention, and branding (Agrawal and Mandhanya). Incentive management plays a key role in improving overall company performance (Eshikumo). Recent studies show that rewarding high performers, while ignoring or punishing those performers, is important for companies to assess employee performance in a fair and objective way to determine appropriate incentives (Wang and Li). However, companies are faced with a number of challenges in managing incentive management systems (Khan and Ali). One of them is the difficulty in determining the right type of incentive (He and Deng). Selection of incentives that do not suit employee needs can harm work motivation and reduce program effectiveness (Vicki Dwi Purnomo). In addition, assessing employee performance objectively is also a complex issue, because subjective preferences and differences in interpretation can influence performance evaluations (Magalhães et al.). Each employee has different needs and motivations, so companies must pay attention to these variations in providing incentives (Harris et al.). Successful incentive management programs take these differences into account and adjust incentives to suit individual needs, helping to create a positive work environment and increase employee job satisfaction (Baidya and Maity). Important features of an incentive management system involve diversification of incentives, measurement and analysis of results, process automation, efficient cost management, employee data security, integration with the company's HR system, and employee training and development (Helwig et al.). By paying attention to these features, companies can design effective incentive management systems and improve employee performance, increase retention, and achieve their business goals (Harahap and Novita). Careful and thoughtful implementation of an incentive management system will strengthen a positive work culture and improve relations between employees and management, creating a dynamic and productive work environment (Benková et al.). In addition, an effective incentive management system can also increase a company's competitiveness with motivated and productive employees, companies can produce better products and services, making them superior among their competitors and the company's ability to respond to market changes quickly and efficiently also increase, resulting in long-term business sustainability (Xu et al.). This enhanced competitiveness not only benefits companies, but also has a positive impact on local and regional economies by creating more stable jobs (Hoang Tien et al.). A good incentive management system can also help companies attract and retain the best talent (Eshikumo). Employees who feel appreciated and rewarded commensurate with their achievements are more likely to remain loyal to the company (Shanthi et al.). This reduces employee turnover rates, which not only saves on new recruitment and training costs, but also retains knowledge and experience within the company (Karthigayini

et al.). Thus, incentive management systems not only provide short-term benefits in the form of increased performance, but also provide a strong foundation for the company's long-term growth and sustainability (Šebestová and Popescu). It is also important to note that the successful implementation of an incentive management system is highly dependent on effective communication between management and employees (Narkunienė and Ulbinaitė). Management needs to clearly explain the objectives of the incentive program, performance assessment criteria, and the types of incentives that employees can obtain (Jefry Gasperz et al.). Open and transparent communication helps eliminate uncertainty and build trust between both parties (Padlah Riyadi et al.). Apart from that, companies also need to carry out regular evaluations of incentive programs to ensure that this system remains relevant and effective in accordance with company and market developments (Fakhrudin et al.). Thus, careful implementation, good communication, and regular evaluation are the keys to the long-term success of the incentive management system implemented by the company (Maharani et al.). Marketing Insight Marketing insight is a key element in the business world that provides a deep understanding of the target market (Küçükoğlu and Pınar). Marketing insights are practical discoveries that are relevant and actionable, emerging through in-depth data analysis and subjective interpretation (Harahap and Novita). In contrast to general data or feedback, marketing insights present a new perspective that can bring understanding and clarity through a fresh point of view (Maharani et al.). Marketing insights include a deep understanding of customer behavior and target markets beyond just recording hard facts, but also summarizing subjective perceptions and wisdom (Benková et al.). One of the key differences between insights and feedback is that insights allow companies to feel and understand how customers respond emotionally to their products or services (Bunje Mbunwe). It is important to understand that marketing insights do not only refer to consumer views, but also involve professionals in certain fields who are directly affected by innovation (Fakhrudin et al.). There are several methods to gain valuable marketing insights and one of them is through social media which is not only a platform for interaction, but also a source of valuable information about customer trends and preferences (Valdera et al.). Businesses can utilize social media to understand customer behavior and identify market trends (Baidya and Maity). Additionally, studying customers directly, conducting market research, and looking at past purchasing behavior are also effective ways to gain marketing insights (Hoang Tien et al.). The benefits of marketing insight are vast. First of all, these insights help formulate the right marketing strategy. By understanding what customers like and want, companies can direct their marketing strategies according to market preferences. Additionally, marketing insights help improve customer service by understanding current customer

needs and expectations. It also allows companies to price products or services according to the value desired by customers. Marketing insights play an important role in building strong relationships with customers (Xu et al.). By understanding customers in depth, companies can design products, services and customer experiences that match market desires (Shanthi et al.). Thus, marketing insights are not just an analytical tool, but also the foundation for sustainable business growth and positive customer relationships (Ganesha et al.). Market insights are becoming an important tool for innovation, helping businesses understand market needs, develop marketing strategies, measure current performance, and understand customer behavior and preferences (Valdera et al.). This insight also helps in improving customer service and determining product prices in line with market expectations (Hoang Tien et al.). To gain marketing insights, social media is an invaluable resource (Šebestová and Popescu). Social media is the most frequently used platform today and allowing its observation of trends and customer shopping behavior at a particular business can also provide valuable insights (Jefry Gasperz et al.). Based on these customer demographics and behavior, effective strategies that can be developed from marketing insights are their use in designing more effective marketing strategies, improving customer service, determining product prices, and strengthening relationships with customers (Helwig et al.). Thus, marketing insights not only help in understanding the market and relevant trends, but also provide competitive advantage and support for business growth (Baidya and Maity). CONCLUSION In an era of marketing that continues to develop, price management and sales promotions are vital aspects in achieving business success. Smart pricing involves a deep understanding of consumer psychology, where price is not just a number but also reflects the value, exclusivity and brand image of a product. Additionally, the internet has changed the paradigm of modern consumers, giving them instant access to price comparisons and product reviews. Therefore, sellers must be able to utilize this technology to design pricing and promotion strategies that are responsive and relevant to changing market needs. Price cues and discount signals such as numbers ending in 0 or 5 play an important role in influencing purchasing decisions, but their use must be judicious so as not to lose their effectiveness. In addition, a deep understanding of consumer psychology is very important in making marketing decisions. Knowledge of reference prices, price perceptions, and consumer responses to promotions are the foundations of a successful marketing strategy. Companies that can identify consumer price preferences and adjust their pricing and promotion strategies accordingly will have a significant competitive advantage. Therefore, marketers need to continuously monitor changes in consumer behavior and adapt quickly in order to make smart and responsive decisions. In this context, it is also important to note that success in price management and sales promotion involves not only marketers, but also collaboration between various departments within the company. Marketing, finance, and sales teams need to work together to formulate a comprehensive

and effective strategy. Finally, discretion in using pricing and promotional signals is important so that companies can build a strong brand image, increase customer loyalty, and gain long-term competitive advantage in an increasingly dynamic market and increasingly fierce competition. By understanding the central role of price management and sales promotions, companies can optimize their marketing performance, create strong relationships with consumers, and solidify their position in an ever-changing global marketplace. LITERATUR RIVIEW A. Understanding Marketing Communications Communication is simply defined as the process of conveying messages from a source to a recipient(Uzun, 2020). Communication comes from the Latin word communis or in English "common" which has a similar meaning(Siregar et al., 2023). Harold D. Lasswell succinctly defines that the correct way to explain an act of communication is to answer the questions "Who transmits, what is transmitted, through what channel, to whom and what is transmitted?" 'effect'(Farah & Pawito, 2020) According to Everett M Rogers, "Communication is the process of conveying an idea from one source to one or more recipients, with the aim of changing their behavior(Ganiadi, 2022). This definition was then developed by Rogers in collaboration with D. Lawrence Kincaid, resulting in a definition which states that "Communication is a process in which two or more people form or exchange information together, giving rise to deep mutual understanding(Ganiadi, 2022). Marketing communication can be understood by explaining its two main components: communication and marketing, communication is the process of conveying ideas and understanding between individuals or between organizations and individuals, marketing is a series of activities used by businesses and other organizations to transfer value between them and their customers(Marin & Nilă, 2021). Of course, marketing is commonly understood as marketing communications, but marketing activities include many communication activities(Willen et al., 2021). Marketing communications represents all the elements of the marketing mix that, when combined, facilitate exchange by creating meaning that is conveyed to customers and clients(Hennyeyová et al., 2021). The reason is that the core concept of marketing is exchange(Srivastava & Professor, 2021). Any activity one person engages in with another person constitutes an exchange(Western Michigan University, 2021). No one gets something without giving it directly or indirectly (Zaikauskaitė et al., 2022). The reason for exchange is to meet needs (Button, 2020). The marketing communications process is essentially a communication process, namely the process of sending messages from a source to a recipient via certain media (Papageorgiou et al., 2021). B. The Role and Objectives of Marketing Communications a. The role of marketing communications

In consumer decision making, the information consumers receive through communication plays an important role in shaping consumer perceptions which ultimately leads to consumer behavior (Kim & Oh, 2020). Marketing communications functions to convey messages regarding the presence of a product on the market to the general public, especially target groups (Wiktor, 2022). The marketing communications concept commonly used to convey messages is called the promotional mix (Chamidah et al., 2020). There are five promotion mixes: advertising, personal sales, sales promotion, advertising and public relations, and direct marketing (Segun Ogunmuyiwa, 2022). Marketing communications play a key role in the success of a business. In today's competitive era, marketing communications is an important tool for building brand awareness, creating consumer interest, and ultimately encouraging product or service sales (Zubair et al., 2022). Through various communication channels such as advertising, social media, content marketing, and promotions, companies can reach their target market and convey relevant messages (Riedel et al., 2023). Marketing communications also allows companies to forge stronger relationships with customers, understand their needs and respond better to feedback (Meha et al., 2022). In this way, marketing communications help build trust, identify market opportunities, and optimize marketing strategies to achieve business goals (Li et al., 2021). In addition, marketing communications also enable companies to differentiate themselves from competitors (Lopes & Oliveira, 2022). With unique messages and effective communication strategies, companies can create a strong brand image and influence consumer perceptions (Shen et al., 2020). This helps create long-term customer loyalty and ensures that the company remains relevant in the market (Kiumarsi et al., 2020). Therefore, marketing communications is not only about selling products or services, but also about building sustainable relationships with customers and ensuring the company's sustainable growth (Widelska et al., 2021). b. Marketing Communications Objectives The goals of marketing communications are varied, but they all focus on achieving business success and meeting consumer needs (Tairova & Giyazova, 2020). First of all, the aim of marketing communications is to increase awareness of the company's brand and products (Karnauhova & Protopopova, 2021). In this way, consumers become aware of the existence of the products or services offered (Di Giulio et al., 2022). This awareness can create initial interest and encourage consumers to explore further (Abayomi & Daniels, 2021). Furthermore, the goal of marketing communications is to influence consumer attitudes and preferences (Nazari et al., 2021). Companies strive to create positive perceptions about their products or brands, and convince consumers that their products are the best choice (Shao & Li, 2021). By doing this, they hope to create long-term customer loyalty and increase their market share (Wassouf et al., 2020). Lastly, the goal of marketing communications is to encourage consumer action (Chae, 2021). This could be a direct purchase of a product, a subscription, downloading an app, or any other action desired by the company (Sun et al., 2022). Marketing communications aim to create as many of these actions as possible, and to ensure that consumers are satisfied with their experience, so that

they return and potentially become loyal customers (Núñez-Barriopedro & Llombart Tárrega, 2021). In all these aspects, the main goal of marketing communications is to achieve business growth, retain customers and create sustainable relationships between companies and consumers (Masojada, 2021). C. Identify target customers and compose communication messages a. Identifying target customers for marketing communications Identifying marketing communications targets is a key step in planning a successful marketing campaign (Dwityas et al., 2020). First, companies need to conduct in-depth market analysis to understand the characteristics of the audiences most likely to be interested in their products or services (Xu et al., 2022). This involves research into relevant demographic, psychographic and consumer behavioral factors (Jaiswal et al., 2021). With a strong understanding of the target audience, companies can determine who they want to target with their marketing messages (Guedes et al., 2020). Then, companies must map this target audience into more focused segments (Rusan & Voitenko, 2021). This allows companies to tailor messages and approaches to suit each segment, maximizing the relevance of marketing campaigns (Palamarchuk & Korkach, 2023). A deep understanding of the audience also allows companies to choose the most effective communication channels to reach their targets (Liedke, 2021). This, identifying marketing communication targets is an important basis for designing successful campaigns and achieving success in marketing efforts (Yuliana & Pribadi, 2022). b. Develop marketing communication messages In crafting communication messages in marketing, it is important to ensure that the message is clear, interesting and relevant to the target audience (Lyu et al., 2022). The message should describe the benefits or solutions offered by the company's product or service in a way that is easy for potential customers to understand (Nugraha et al., 2022). In addition, the message must reflect the company's brand image and the values it wants to convey to customers (Saraswati & Giantari, 2022). Creativity in delivering messages can also provide added value, make messages easier to remember, and differentiate the company from competitors (Mokhtar & Othman, 2022). In addition, communication messages must take into account the communication channels used (Rogala, 2021). For example, messages for social media may differ from messages in print ads or promotional videos (Tully et al., 2020). Word choice, writing style and visual appearance must also be appropriate to the communication platform used (Gassara et al., 2021). Moreover, messages should focus on the value provided to customers, emphasize the benefits received, and inspire action, such as the purchase of a product or service (YE et al., 2020). By ensuring that communication messages reflect company values and meet customer needs and desires, companies can maximize the impact of their marketing campaigns (Yuan, 2021). D. Strategies for Developing Effective Communication Campaigns

Developing an effective communications campaign requires several key strategies(Muvuka et al., 2020). First, it is important to understand the target audience in depth. This includes understanding their demographic, psychographic and behavioral characteristics(Aditya Nirwana et al., 2023). With a strong understanding of your audience, you can tailor messages and approaches that are most relevant to them(Digital Business Lab, 2022). Second, determine the campaign objectives clearly(Bwire et al., 2020). Do you want to increase brand awareness, increase sales, or educate customers? Clear objectives help guide the entire campaign strategy and ensure that communication messages focus on the results you want to achieve(Bwire et al., 2020). Apart from that, make sure the message you create is relevant and interesting to your audience(Bőczén & Berecz, 2020). Messages should address a problem or need your audience faces, and offer a solution or benefit provided by your product or service(Mendez et al., 2019). Consistency in messaging and visual design across campaigns is also important, as this helps build a strong brand image(Luan & Phan, 2023). Lastly, continuous evaluation and analysis of campaign results is key to improvement and adjustment(Casas-Orozco et al., 2023). By implementing this strategy, companies can develop effective communication campaigns and successfully achieve their marketing goals(Maranchak, 2023). CLOSING In concluding this paper, we would like to highlight the important role of marketing communications in today's competitive business world(Yakymchuk et al., 2022). Marketing communications is not just a tool to promote products or services, but is also the foundation of a strong relationship between a company and customers(Das, 2022). Through the various marketing communication strategies discussed in this paper, companies can create a positive impression, build trust, and increase customer loyalty(Rachmawati & Afifi, 2022). In the ever-evolving digital era, companies must also understand the importance of adapting to changes in technology and communication trends to remain relevant(Almaududi Ausat et al., 2023). We hope this paper provides a better understanding of marketing communications concepts and how to apply them in business practice(Sandi, 2023). It is important to remember that marketing communications is not something static, but must continue to develop and change according to changes in the business environment(Köves & Király, 2021). Lastly, we would like to invite readers to always dig deeper into marketing communications, conduct further research, and apply it creatively in their business(Soedarsono et al., 2020). Effective marketing communications can be the key to long-term success, and we hope this paper can provide useful guidance on your journey to that success(SOKHAN & DANKO, 2022). Thank you for your attention, and we hope this paper will be useful to you in understanding the dynamic world of marketing communications.

CHAPTER XI DISCUSSION 1. Unifying Strategies for Marketing Excellence Unifying strategies for marketing excellence is a marketing approach Communicate with customers using all marketing channels, including modern web and social media channels (Muslimin et al., 2022).A consistent marketing strategy aims to ensure that customers receive a consistent message about a company and its brand across all mediums (Yanuarita & Desnia, 2023). This strategy is built on integrated marketing concepts and demonstrates the benefits of using a consistent creative theme across all marketing programs (Sulthan, 2022). Increasing complexity of media and marketing channels makes integrated marketing important for companies (Lambu Apu et al., 2022). Interacting with customers on a human level strengthens brand trust and loyalty and protects your brand reputation.(Alfarizi, 2021). To cut through the noise of today's digital-first environment, it's important to keep the customer and their brand experience at the center of your marketing efforts (Ihzapraja et al., 2022). When businesses engage with their connected customers on a human level, they’re boosting brand trust, and brand loyalty, and protecting their brand’s reputation(Qomariyah & Haryadi, 2022). Unifying marketing operations is critical to ensure that each marketing activity works seamlessly together to project every campaign forward in a steady, progressive motion(Yunus et al., 2022). The cornerstones of marketing excellence are the four Ps of marketing: product, price, place, and promotion.(Nizam et al., 2020). The four components of a successful marketing strategy are combined into a cohesive whole.(Suripto, 2019). To promote their products, reach their target audience, and accomplish their objectives, businesses need a comprehensive marketing plan.(Martono et al., 2023). The 4 Ps are a common name for the marketing mix. These four components cooperate harmoniously with one another rather than competing with one another. (Putri et al., 2023). None of them should be seen as more important than the others when developing a strategic marketing plan(Hidayah, 2022). Marketing Centers of Excellence (CoE) have emerged as a pivotal mechanism to ensure that marketing strategies are not just up-to-date but also future-ready(Hardiani & Esi Putri Silmina, 2022). A marketing CoE acts as the organization’s internal consultancy and resource hub, providing insights, training, and best practices based on deep experience and ongoing research(Sa’diyah et al., 2022). It ensures the company’s marketing strategies are not just up-todate, but also future-ready, by providing insights, training, and best practices based on deep expertise and ongoing research(Zulafwan & Gusrio Tendra, 2022). Unifying strategies for marketing excellence is a marketing approach that uses all marketing channels to communicate with customers(Arifin & Kartiko, 2022). It involves engaging with customers on a human level, unifying marketing operations, integrating the 4 Ps of marketing into

a unified, effective plan, and adopting Marketing Centers of Excellence (Thoha, 2020). By adopting a unified approach to marketing businesses can reach their target audience more effectively and efficiently (Pasaribu & Rachmawati, 2022). 2. Designing an Integrated Marketing Campaign in the Digital Age Companies need to embrace an integrated marketing strategy in the digital age, one that makes use of every channel's advantages while preserving a unified brand message. Creating a unified and consistent experience for customers when they interact with your brand or business is the goal of integrated marketing. We combine all facets of marketing communications, such as public relations, advertising, promotions, and social media, with channels, media, activities, tactics, and methods that function as a cohesive whole.(Gibson et al., 2022). To design an integrated marketing campaign in the digital age, businesses need to consider the following: Identify the Target Audience: Identifying the target audience is the first stage in creating an integrated marketing campaign. This entails figuring out the target audience's characteristics, hobbies, and lifestyle. Through comprehension of the intended audience, companies can create a marketing plan that appeals to them.(Bentley et al., 2022). Create a Comprehensive Marketing Strategy: In order to reach their target market, advertise their goods, and accomplish their objectives, businesses need a comprehensive marketing strategy. The 4 Ps are a common name for the marketing mix. These four components cooperate harmoniously rather than competing with one another. All of these ought to be taken into account equally when formulating a strategic marketing plan.(Elrod & Fortenberry, 2020). Utilize a range of channels: Social media, email marketing, content marketing, and digital advertising are just a few of the marketing channels available to companies in the digital age. In order to connect with their target market, businesses need to use a variety of channels and combine them into a cohesive marketing plan.(Yi et al., 2021). A. Types of Integrated Marketing Channels: Integrated marketing campaigns use different forms of media, called channels, to tell stories and communicate ideas. These channels can be both traditional and digital. Here are some types of integrated marketing channels: Advertising: Paid persuasive advertising delivered through communication channels. Advertising includes traditional print, radio, and television advertising as well as digital advertising (PPC, display advertising, and social media advertising)(Soehardi, 2022). Digital (content, influencer, and social media marketing). Businesses can interact directly with consumers through a variety of channels, including email, direct mail, and telemarketing, by using direct marketing, a type of advertising. Email marketing is the practice of sending promotional emails to lists of recipients. Products, services, and events can be promoted through email marketing. Social media are online communities where people can create, share, and discuss ideas and information. Social media platforms can be utilized to advertise events, goods, and services.(Masrianto et al., 2022). B. Integrated Marketing Channels Different From Traditional Marketing Channels:

Integrated marketing channels differ from traditional marketing channels in several ways. Here are some of the key differences: Integration: While traditional marketing channels are often used in isolation, integrated marketing channels are designed to work together as a unified force. Integrated marketing channels utilize a variety of tactics, techniques, channels, media, and activities to provide consumers with a seamless experience when interacting with a brand or company. Traditional marketing channels, on the other hand, are often based on a single medium, such as print, radio, or television advertising(Al-Ababneh, 2022). Digital focus: Integrated marketing channels focus on digital media such as websites and social media platforms such as Facebook, Instagram, and Twitter. Traditional marketing channels, on the other hand, use traditional media such as newspapers, magazines, and television(Lifani et al., 2022). Consistency: Every interaction reinforces the message that is consistent across all channels thanks to integrated marketing channels. By using this kind of marketing, businesses can maintain control over the discourse surrounding their brand and guarantee that consumers will always see the same message from them. However, it's possible that conventional marketing channels won't be able to deliver a message that is consistent throughout them all.(Manser Payne et al., 2017). Multichannel marketing: Integrated marketing channels use storytelling, character, and branding to increase customer loyalty. This technique is called multichannel marketing. A great integrated marketing campaign that combines TV, YouTube, Twitter, and in-store displays to give consumers a memorable and immersive experience. Traditional marketing channels may not be able to leverage multichannel marketing to the same extent(Bijmolt et al., 2021). C. Integrated Marketing Channels Help Companies Reach a Wider Audience: Integrated marketing channels help companies reach a wider audience in several ways: Consistency: An integrated marketing campaign delivers a consistent message across all channels, increasing the likelihood of conversion. Consistency of messaging and offers across all channels and a consistent experience of face-to-face interactions and messaging are hallmarks of integrated marketing campaigns(Sciarrino & Prudente, 2021). More likely to be seen: Integrated marketing campaigns are more likely to be seen across multiple channels, keeping your brand top of mind and moving visitors closer to conversion. Gain authority and build trust with your visitors by being available across all the channels your customers use(Jain, 2021). Cost-effective: Integrated marketing campaigns save companies money by allowing them to share and reuse assets across different marketing channels. Depending on the campaign, customers can help businesses market their products and services(Kotler & Keller, 2021). D. Elements of Integrated Marketing Communication Integrated marketing communications (IMC) is a strategic approach that combines various brand promotion methods to effectively communicate and promote specific products and services to target audiences. Elements of integrated marketing communications include consistent messaging, design consistency, and reinforcement, sales alignment, his IMC strategy across media, and strategy(Wu et al., 2022). Message consistency is one of the most important elements of integrated marketing communications. Text style and content should be consistent across all media. Consistency and reinforcement of design are key elements of integrated marketing communications. Integrated

marketing communications ensures that all elements of your marketing campaign work together to achieve your goals and deliver results. Sales alignment is another important element of integrated marketing communications(Ozuem et al., 2022). Sales and marketing teams need to work together to ensure that marketing messages match sales messages. IMC strategy across different media is another key element of integrated marketing communications. Integrated marketing communications combines different media to improve marketing communication results. This is an important element of integrated marketing communication. Integrated marketing should include a holistic approach built on a well-thought-out, data-driven strategy(Kushwaha et al., 2020). CLOSING 1. Conclusion The use of integrated marketing, a potent tool, has transformed how companies convey their messages and create their brand identities in the digital age. Delivering a cohesive and standardised customer experience across all communication channels is the aim when it comes to brands and businesses. The goal is to make a desired impact on customers and deliver a common message. The following are some salient points from the search results: Campaigns with integrated marketing outperform those with dual channels by a factor of 300. Along the customer journey, marketers need to assess which marketing and communication channels are most appropriate for achieving specific objectives and results. A company's marketing strategy informs and targets integrated marketing communications. Coordination is essential for effective marketing communications to build upon one another and raise overall 2. Suggestion These are some ideas for creating integrated marketing campaigns in the digital era based on your search results. Establish precise aims and objectives: It's critical to establish precise goals and objectives that align with your entire marketing plan prior to launching an integrated marketing campaign. This will assist you in gauging the campaign's effectiveness and making any required modifications. Recognize your target audience: A successful integrated marketing campaign requires a thorough understanding of your target audience. We can determine the most successful advertising campaigns and marketing channels with the use of this information.

Chapter II Discussion 2.1 The difference between personal selling and direct marketing Direct Marketing Digital marketing is a promotional activity carried out by sellers to introduce their products using digital media (Masrianto et al., 2022). One form of digital marketing using electronic media or the internet is internet marketing (Al-Ababneh, 2022). The definition of internet marketing is one form of effort from a company to market its products and services to build relationships with customers through internet media (Kisiołek et al., 2021). And it can be concluded that, digital marketing is a marketing activity that utilizes digital technology to market its products (Wibowo, 2021). Digital marketing is the activity of marketing goods through the internet using company websites, online advertising and promotions, email marketing, online videos, and company website blogs(Apasrawirote et al., 2022). The first step in online marketing is to create a website that is as varied as website marketing, which is designed to engage consumers directly with the seller. Online advertising and promotion, because some people spend more time using the internet, therefore, sellers are more diverting marketing through online media to introduce brands or attract potential consumers to visit the seller's profile (Fitri et al., 2022). Personal Selling Personal selling is one of the longest-running occupations in the world. People who do personal selling are commonly referred to as salespeople, sales representatives, agents, district managers, account executives, sales consultants, and sales engineers(Anjani & Hartono, 2022). Personal selling is an activity that involves interaction between sellers and potential buyers directly(Anjani & Hartono, 2022). Because personal selling is also the most effective tool for building buyer preferences, beliefs, and actions(aqas et al., 2023). The company's objectives in marketing its products by utilizing personal selling are as follows (Sari, 2021). Prospecting for customers, i.e. sellers looking for potential customers to market their products(Herlawati et al., 2022). Determining goals, i.e. the seller must be able to divide the time between prospective consumers and customers (Darmawan & Hakim, 2022). Communicating, i.e. the seller conveys information about the product to consumers (Idris et al., 2022). Selling is an activity carried out by the seller starting from approaching potential customers to closing the sale(Lifani et al., 2022). Serving is the seller serving a customer well, so that the customer feels satisfied and becomes a loyal customer(Mahendra & Rahmadya, 2023). Gathering information, sellers conduct market research to find out consumer needs and allocate, i.e. sellers can make decisions about customers who are entitled to their products when there is a shortage of the products they sell (ISKANDAR et al., 2022). 2.2 Analyzing Personal Selling Strategies to Increase Sales

Personal Selling Interaction between individuals face to face aimed at creating, improving, controlling or maintaining mutually beneficial relationships with other parties(Dwipayana & Yupardhi, 2021).This type of promotion is used by PT Shifa Isthin Neisya Kendari in promoting its products because this type of promotion makes consumers more confident in what it explains about the housing and brings users or prospective buyers to the location directly making them more confident in the products offered(Mieska Rachmadina Lubis et al., 2022). Sales Promotion The sales promotion used by PT Shifa Isthin Neisya Kendari in promoting its products is by providing promo prices at a lower price than the usual price, this is done at certain times such as the end of the year, before Eid and at the end of the month.(Pangestu & Mardiani, 2022). Flexible payment methods and uncomplicated purchase requirements, including following the trending lifestyle, providing convenience in payment, assisting the filing process to completion, providing special programs and providing good facilities (Fransiska, 2022). Publisitas PT Shifa Isthin Neisya Kendari also uses a publicity promotion strategy in promoting its products, namely housing(Muzakir & Said Abadi, 2022). That publicity is a form of non-personal dissemination of ideas, goods and services, in which the person or organization benefited does not pay for it(Maulida et al., 2021). The form of publicity promotion used by PT Shifa Isthin Neisya Kendari is by telling consumers or the public they meet about the products being marketed by telling the various advantages and facilities provided in it and explaining clearly and providing an overview of the housing. How to communicate with consumers politely and provide good service (Ernawati, 2022). 2.3 Designing effective sales force organizations There are four stages that companies must go through when creating a sales strategy(Jabbar et al., 2022). These include identifying prospects, offering products or services to prospects, selling goods to buyers, and exploring new strategies(Kurniawan & Hidayati, 2022). To succeed in these

four stages, three things are needed: awareness, consideration, and decision-making. With these three things, the likelihood of a sales strategy providing great benefits to the company will be greater(Yogaswara, 2022). In this method, the sales process is carried out based on how the buyer's characteristics are (Nurani et al., 2023). How buyers consume products to how buyers spend money on a product will be noted in inbound sales(Zamroni et al., 2022). This method is known to have a higher success rate. However, the cost of implementing this method is high as companies need to align their sales strategies with the characteristics of buyers in a particular segment(Martono et al., 2022). outbound sales This method emphasizes a strategy based on how the company's needs for the product or service are sold(Zakaria & Fauziyah, 2022). This strategy was created based on the sales team's data on buyers. Through this data, they organize marketing and sales channels, ultimately creating a new sales experience for the buyer(Masyithah, 2022). Creating a Sales Plan As explained above, to create a sales strategy, a sales plan is needed(Soleh et al., 2022). The sales plan of each company is certainly different because the targets they have are of course different(Winarno, 2022). However, broadly speaking, there are a few things that are mandatory in every sales plan (Asminar et al., 2021). In accordance with organizational goals For a sales strategy to be successful, it needs a benchmark and a measurable target. This target can be anything, for example, pulse sales in the second semester reached Rp 1 billion. (Siddik, 2022). Customer profile and products offered A detailed profile of each target buyer is essential for any plan to be made (Alexander et al., 2022) This usually includes where they work, psychological factors, and how they buy products or services(Antoni et al., 2022). In addition to profiling the target buyers, each plan must also include the main points of each product to be offered(Firmansyah & Nurdiawan, 2023). 2.4 Explain how to manage salespeople in marketing Managing the sales force is a critical component of a company's overall business strategy, as the sales team is often responsible for generating the majority of an organization's revenue (Manalu & Rachman, 2022). One of the first steps in managing a sales force is to develop clear and achievable sales objectives(Al Muhtadi & Junaedi, 2021). Another important aspect of sales force management is training and development(Hani’ah & Kurniawan, 2023).

Motivating salespeople is also an important component of effective sales force management (Taufan et al., 2023) Managers must also be effective communicators and leaders, foster positive relationships with the sales team and provide support and guidance as needed Another important aspect of managing a sales force is building a strong and supportive team culture(Laelasari et al., 2022). To successfully manage your sales force, it's also important to stay abreast of industry trends and best practices (Purwanto & Fachrizi, 2021). May involve attending industry conferences and locales, reading industry publications, and regularly evaluating and refining sales processes and strategies. (Septiani et al., 2022). One of the key trends in sales force management is the increasing use of data and analytics (Husain, 2021). By leveraging data and analytics, organizations can gain a deeper understanding of their customers and market trends, and use this information to inform sales strategies and optimize performance.(Sagala & Siagian, 2021). Then effective communication is critical to the success of sales force management (Rizeki, 2022). This includes regular communication between sales representatives and their managers, as well as between the sales team and other departments in the organization(Malia Urrahmi et al., 2023). 2.5 Identify key marketing channels Identification of key marketing channels can help companies focus on the most effective efforts to reach target markets (Achmad Ilham Muzadi et al., 2022). Some common key marketing channels include company websites and e-commerce, social media for marketing campaigns and interaction with customers. Online advertising through Google Ads or social advertising platforms(Kosdiana & Chandra, 2022). Use newsletters and email campaigns to communicate with, create and distribute quality content through blogs, articles, videos, and infographics (Septiani et al., 2022). Print advertising such as brochures, magazines, or flyers, radio or television advertising campaigns (Lubis et al., 2022). Participation in trade shows or community events engages salespeople to interact directly with potential customers (Sudarman & Kaharuddin, 2023). Cooperation with partners or affiliates to reach a larger audience (Viat

Murni Mendrofa & Telaumbanua, 2022). It is important to analyze and measure the effectiveness of each marketing channel to determine where resources should be allocated for the best results (Primasari & Ghofirin, 2021). A combination of several marketing channels can be the most effective approach to reach the target market as a whole(L & Pramulya, 2022). Chapter III Closure 3.1 Conclusion Direct marketing is marketing that is done directly by introducing or promoting products to potential customers. While personal selling is a marketing activity carried out to offer products while building relationships with potential customers. From this we can know that direct marketing often uses communication media, and personal selling is commonly done face-to-face. The difference between direct marketing and personal selling also lies in the relationship with the focus of communication. The relationship between the seller (company) and potential customers in direct marketing is not personal or intimate. Whereas

in personal selling, the company's relationship with potential customers is personal and important.

CHAPTER II DISCUSSION In this chapter, we will explain in more depth the role, challenges and strategies related to distribution channel management in the context of marketing strategy (Valdera et al.). This discussion will outline how distribution channel management influences product marketing success, overcome the challenges faced in distribution channel management, and detail how selecting the right distribution channels and effective strategies can improve marketing performance (Padlah Riyadi et al.). 1. The Role of Distribution Channel Management in Marketing Strategy Distribution channel management has a very crucial role in the context of the marketing strategy of a product or service (Benková et al.). It serves as a vital bridge connecting producers with end consumers (Bunje Mbunwe). In other words, distribution channel management allows products to reach consumers' hands in an efficient and effective manner (Küçükoğlu and Pınar). This role has a significant impact on various aspects of marketing and decisions regarding distribution channels in marketing are one of the most critical decisions facing management (Jefry Gasperz et al.). The channels chosen will influence all other marketing decisions in order to distribute goods and services from producers to consumers, companies must really choose or select the distribution channels that will be used, because errors in selecting distribution channels can hamper or even stall efforts to distribute the goods or services (Narkunienė and Ulbinaitė). 2. Access to a Wide Market A company's marketing mix is the approach it uses to achieve its marketing objectives in the target market and offerings consist of product and price, while access consists of location and marketing (Sudirjo). Consequently, the marketing mix in question is how to combine offers from companies that have access to the market (Roddy). The effectiveness of a company's marketing initiatives depends on this integration process in accordance with sharia principles, for offers (offers), goods, and pricing based on the ideals of honesty and justice (Halimatussakdiah). Good distribution channels allow companies to reach a wider market (Sheth and Bhatt). Through the right distribution partners, companies can market their products to geographic areas that they might not be able to reach on their own examples of this role can be found in a variety of industries, including food and beverage, where manufacturers collaborate with supermarket chains to distribute their products to various geographic locations (Lei et al.). 3. Operational Efficiency Good distribution channel management helps optimize supply chains and reduce operational costs this efficiency is very important in maintaining company profitability (Mousavi et al.). By carefully managing inventory, shipping, and logistics, companies can avoid wasting resources and optimize production processes on automakers will work with dealer networks to distribute cars to end consumers, optimizing supply chains and reducing transportation costs (Kozlenkova et al.).

4. Customer Satisfaction Customer satisfaction is one of the main goals of marketing with effective distribution channel management, companies can ensure products reach customers on time and with the expected quality (Coburn and Turner). Satisfied consumers tend to become loyal customers and contribute to the company's positive image on telecommunications services companies can work with retail partners to provide efficient customer support and ensure easy access for their customers (Sheu and Hu). 5. Challenges in Distribution Channel Management Although distribution channel management has an important role in marketing, companies are often faced with a number of challenges that require a mature strategy to overcome them and these challenges include technological changes, global crises, selecting appropriate channels, and managing channel conflicts (Sheth and Bhatt). 6. Technological Change Technological change is one of the main challenges in distribution channel management (Mousavi et al.). Especially with the development of e-commerce, consumers have greater access to information and products (Kuswantoro et al.). They often compare prices and specifications before making a purchase, and this is why companies must have a distribution strategy that can accommodate online purchases (Zghurska et al.). For example, traditional retail stores have to compete with e-commerce platforms like Amazon and Alibaba, which have changed the way consumers shop (Lei et al.). 7. Global Crisis Global crises such as the COVID-19 pandemic have raised new challenges in distribution channel management (Pourhejazy and Kwon). Global supply chains become vulnerable to disruptions that can lead to stock shortages or unnecessary stock build-up (Kozlenkova et al.). In facing this kind of crisis, companies must have a strong backup plan to ensure smooth distribution on pharmaceutical manufacturers need to secure the supply chain of critical medicines to meet demand during health emergencies (Sheth and Bhatt). 8. Selecting the Right Distribution Channel Selection of appropriate distribution channels is a key decision that companies often face. This decision should be based on product characteristics, customer profile, and the company's business strategy (Valdera et al.). Companies should consider whether to sell their products through traditional channels, direct, or a mix of the two and these decisions will impact access to markets and operational costs (Harahap and Novita). For example, a clothing company might choose to sell products through physical stores and e-commerce platforms to reach consumers with varying purchasing preferences (Fakhrudin et al.).

9. Channel Conflict Management Conflict between various distribution channel partners is a challenge that often arises in distribution channel management (Maharani et al.). This conflict can arise when some parties feel that other parties receive unfair treatment or greater benefits (Narkunienė and Ulbinaitė). Managing this conflict requires a mature strategy and effective communication between all relevant parties to electronics manufacturers must maintain a balance between their brick-andmortar retail and online sales to avoid hurting competition (Šebestová and Popescu). 3. Selecting Appropriate Distribution Channels The first step in effective distribution channel management is selecting channels that suit product and market characteristics (Küçükoğlu and Pınar). The selection of distribution channels must be based on a deep understanding of the product and consumers (Padlah Riyadi et al.). Some factors to consider in selecting distribution channels include: 1. Product Characteristics Product type plays an important role in the selection of distribution channels (Bunje Mbunwe). Products that require demonstration or physical interaction, such as complex household appliances, may be better suited to selling through brick-and-mortar retailers rather than online in digital products such as software or digital content can be sold directly through online platforms (Padlah Riyadi et al.). 2. Customer Profile A deep understanding of the customer profile is essential (Narkunienė and Ulbinaitė). Questions such as where customers shop, how they select products, and their purchasing preferences will influence channel selection if customers prefer to shop online, companies should consider e-commerce platforms or other online strategies (Jefry Gasperz et al.). 3. Business Strategy The company's business strategy will also influence the choice of distribution channels (Sudirjo). Does the company focus more on operational efficiency or product innovation? Is the company's goal to achieve increased market share or promote product differentiation? These considerations will help determine whether a company should sell directly, through retailers, or through distributor partners (Hoang Tien et al.). 4. Competitive Advantage Selection of distribution channels must also consider the company's competitive advantages (Abdul Lasi and Mohamed Salim). What makes the company unique? How can

companies leverage these advantages through distribution channels? For example, a company known for exceptional customer service may sell products directly to customers to maintain control over the customer experience (Bahmid et al.). 4. Effective Strategy in Distribution Channel Management Strategy in distribution channel management is an important step to achieve marketing goals and business success to these strategies include collaboration with channel partners, supply chain optimization, leveraging data, and innovation in distribution channels (Baidya and Maity). 1. Collaboration with Channel Partners Close collaboration with distribution channel partners is the key to optimizing distribution channels (Shanthi et al.). Companies must build strong relationships with their distributors, retailers and agents to ensure products reach customers well (S. Xu et al.). Effective collaboration can involve a variety of elements, including information sharing, improved coordination, and joint strategy development. For example, auto manufacturers work closely with their dealers to ensure customers receive good after-sales service and vehicle maintenance (Bunghez). 2. Supply Chain Optimization Supply chain optimization is a key element in distribution channel management (Ali and Anwar). This optimization involves efficient inventory management, monitoring market demand, and improving logistics processes (Hafissou). By optimizing the supply chain, companies can avoid costly stock shortages or unnecessary stock build up for example, technology companies must manage the supply of electronic components well to meet fluctuating market demand (Ganesha et al.). 3. Data Utilization Data is a valuable asset in distribution channel management with the right data, companies can make smarter decisions in channel selection, inventory management, and product promotion (Karthigayini et al.). Leveraging data includes analyzing purchasing trends, mapping customer behavior, and monitoring distribution channel performance, ecommerce companies can use consumer purchasing data to customize product recommendations and pricing strategies (Wang et al.). 4. Innovation in Distribution Channels Innovation is the key to remaining competitive in a rapidly changing business world companies should always look for innovation in their distribution channels (Agrawal and Mandhanya). This may involve the use of new technology, the development of new marketing strategies, or improvements in the way products are delivered to consumers (Eshikumo). For example, some fast food companies have adopted the innovation by

doubling as brick-and-mortar restaurants and food delivery platforms to reach consumers in multiple ways (Fareniuk). 5. Case Study: Amazon.com To provide a concrete example of an effective strategy in distribution channel management, let's look at the case study of amazon has become one of the largest ecommerce companies in the world with innovative distribution strategies (Helwig et al.). One of the key elements of Amazon's strategy is fast and efficient shipping (Magalhães et al.). a. Amazon Prime and Fast Shipping Amazon introduced the Amazon Prime service which offers fast shipping to customers for an annual subscription fee to this subscription gives customers access to free two-day shipping on millions of products available on the Amazon platform (Benková et al.). These advantages have made Amazon one of the leaders in efficient and fast e-commerce delivery (Abdul Lasi and Mohamed Salim). b. Automated Distribution Center Amazon has invested in various automation technologies in its distribution centers (Bahmid et al.). They use robots to manage inventory, allowing for faster packaging and shipping the Amazon's modern distribution centers are very efficient at processing large orders (Febrianti et al.). c. Marketplace for Third Party Sellers Amazon has opened the door for third-party sellers to sell their products on their platform (Harris et al.). This makes millions of sellers and products accessible to Amazon customers (Gonu et al.). By integrating third-party sellers, Amazon expands its reach to a wider variety of products without having to produce them in-house (Bara et al.). d. Innovation in Logistics Amazon continues to innovate in logistics and delivery (Baidya and Maity). They have developed their own cargo planes and fleet of delivery trucks to optimize the delivery process (Kozlenkova et al.). Amazon has also been testing drone deliveries to reduce delivery times further (Pourhejazy and Kwon). Amazon is a clear example of how innovation in distribution channel management can generate significant competitive advantage (Mousavi et al.). They have successfully leveraged technology, collaboration with third-party sellers, and supply chain optimization to deliver fast delivery that meets customer expectations (Journal et al.).

CHAPTER III CONCLUSIONS AND RECOMMENDATIONS 3.1 Conclusion In this paper, we have explored the concepts and practices related to distribution channel management in the context of marketing strategy (Coburn and Turner). Distribution channel management has a very important role in the successful marketing of products or services in order to achieve marketing goals, companies must understand roles, overcome challenges, choose appropriate distribution channels, and implement effective strategies in distribution channel management (Kuswantoro et al.).

LITERATUR RIVIEW A. Changes in consumer behavior in the digital era. Consumer behavior, also known as consumer behavior, can be described as the examination of the activities related to the buying, utilization, and removal of products or services, as well as experiences and concepts, through transactions and interactions.(Švajdová, 2021). Consumer behavior encompasses all the activities, behaviors, and psychological processes that drive these actions both prior to, during, and after the purchase, including the utilization and assessment of products and services. (AlHaddad et al., 2023). Cultural, social, personal and psychological factors have a significant role in shaping this consumer behavior(Palacio-fierro, 2020). The marketing model involves the 4P concept, namely product, price, place, and promotion, and as a foundation for understanding consumer behavior, the stimulusresponse model is used(Saputra et al., 2023). Stimulation from marketing activities and environmental factors enter consumer awareness which is then influenced by individual characteristics and the decision-making process which ultimately leads to specific purchasing decisions(Haerdiansyah Syahnur & Bahari, 2023). The task of marketers is to understand the processes that occur in consumer consciousness, starting from the moment external stimuli are received until a purchasing decision is formed(Hua et al., 2023). Knowledge of consumer behavior has a number of significant applications, namely being useful in designing effective marketing strategies such as determining the right time to provide discounts to attract buyers(Li et al., 2022). Understanding consumer behavior can provide guidance for decision makers in formulating public policies, such as by knowing that consumers will rely on public transportation during the holiday season, policy makers can plan transportation rates to accommodate increased demand during these days(Parantika, 2022). The next application is in the context of social marketing, where all ideas are spread among consumers(Wijaya et al., 2021). By understanding consumer attitudes toward an issue or idea, individuals can be more effective in spreading those ideas quickly and efficiently(Huang & Tseng, 2020). Changes in consumer behavior have changed over time, in line with increasingly advanced digital technology developments(Frans Sudirjo et al., 2023). This transformation not only affects access to information, but also the way people interact and communicate on a global level(Xiao et al., 2023). With digital developments this change also extends to the way people shop with many individuals now tending to prefer platforms on line to search for product information and make purchases(Fitriani & Valentika, 2023). The retail industry has undergone significant transformations due to technological advancements, particularly the advent of electronic commerce (e-commerce), enabling customers to conveniently access products from any location and at any time. (Ram & Sun, 2020). As a result of this shift, individuals in the business world must adapt to evolving consumer behaviors or risk being forced out of the market. (Herrada-Lores et al., 2022). For instance, in the scenario where a customer desires to make an online purchase during nighttime and has an inquiry, they anticipate receiving an immediate response. Failing which, they may opt for an alternative supplier from the numerous options available in the market that can address their immediate requirements.(Ciucan-Rusu et al., 2022).

The Internet makes it easy to increase consumers' access to the information they need when they buy a product for the first time or replace it (-, 2023). At the same time, the internet enables marketers to gather behavioral data about consumers, enabling them to monitor and analyze shopping patterns(Varlamis et al., 2023). Prior to the internet, marketers primarily relied on shopper reports to gather behavioral data, which frequently mirrored consumers' preferences and desires. (Fernandez, 2023). B. Technology and digital platforms that retail companies can utilize to increase operational efficiency. Digital transformation has introduced various technologies and platforms that are very useful for retail companies in an effort to increase operational efficiency(Zhong et al., 2023). One of them is a digital inventory management system that allows companies to carefully manage their stock of goods(S. Y. Wang & Huang, 2023). With real- time monitoring , excessive stock that often wastes resources and causes losses can be avoided and companies can better manage inventory(Ghasemi et al., 2022). Additionally, accepting digital payments speeds up the payment process and reduces queuing time at the checkout, improving efficiency and customer experience(Listiawati et al., 2022). Retail companies are also taking advantage of data analytics to analyze sales trends and consumer behavior, helping them make smarter decisions in inventory management, promotions, and marketing strategies(Langen & Huber, 2023) Digital supply chain management (SCM) systems help companies optimize their supply chains, from procurement to delivery(W. Luo, 2022). With the help of SCM, companies can reduce costs, increase efficiency, and ensure products are always available to customers(Vidrova, 2020). The use of e- commerce also helps companies expand the scope of their business to online markets that allow customers to shop anytime and anywhere(N. Luo, 2022). Especially in the fresh food and temperature-based product sectors, the use of the Internet of Things (IOT) enables real- time monitoring of inventory and product quality(Kumar, 2021). Mobile applications makes it easier for store staff to quickly access product and inventory information, improving customer service and operational efficiency(Putri & Dewi, 2021). Digital customer service, such as chatbots or online chatbots , provides fast and efficient responses to customers, increasing customer satisfaction and improving their interactions with the company(Siampondo, 2023). Leveraging these various technologies and digital platforms helps retail companies improve operational efficiency, reduce costs, and provide a better experience to customers, all of which are crucial in maintaining competitiveness in the ever-changing retail world(Licensors et al., 2021). C. Create a better omnichannel experience through the integration of physical stores and online stores. Omnichannel is a sales strategy that is increasingly developing in the retail business(Thaichon et al., 2023).With this approach, retail companies combine various sales channels, including physical stores and online platforms into one unified platform(Heuritech Solutions, 2022). To manage retail with an omnichannel strategy , a strong understanding of consumer preferences and behavior is essential(Abdullah AlSuraihi et al., 2020). This allows companies to better align sales strategies, optimize revenue, and create consistent experiences for consumers across channels(Barbosa & Casais, 2022).Omnichannel also provides the ability to collect valuable data about

consumers, which can be used to design more effective sales strategies(Alsaid & Almesha, 2023). In addition, monitoring stock and total sales becomes easier with the integration of various sales channels(Szymczyk, 2021). With proper implementation, Omnichannel can bring efficiency and effectiveness in retail business management, so that companies can achieve results that meet expectations(J. Wang et al., 2021). Omnichannel retail management There are several key steps to follow namely, a deep understanding of the customer is very important(L’houssaine et al., 2021). This includes researching the interests, behaviors and needs of the target audience as well as collecting customer feedback through various tools, including social media(Bharadiya, 2023). Next, it is important to choose wisely the channels to use and set clear goals for each one, such as a channel for interaction or for news updates(Jianheng & Yaming, 2023). Integration of all channels is very important in an omnichannel strategy and the right technology is needed to track customers across all touchpoints, from website visits to purchases in physical stores(Hossain et al., 2020). Regular testing and refinement of the strategy is another important step, while properly documenting each touchpoint to provide the best service to customers(Lavanya et al., 2023). Finally, there are specific requirements needed, including a tailored product experience, an empowered team, the ability to increase conversions quickly, and quick and agile adaptation(Boukid, 2021). By following these steps, companies can successfully manage omnichannel retail and effectively improve customer experience(Shankar et al., 2021). Integration of physical stores and online stores is key to creating an omnichannel experience better(Wieland, 2023). By understanding consumers, choosing the right channels, integrating wisely, and maintaining channels, retail companies can deliver consistent and satisfying experiences to customers across channels(Asmare & Zewdie, 2022). With the significant benefits offered by an omnichannel approach , retail companies that succeed in this integration can cement their position in an increasingly competitive marketplace(Hickman et al., 2020). CLOSING CONCLUSION Changes in consumer behavior in the digital era have opened the door for retail companies to utilize various technologies and digital platforms to increase operational efficiency and create a better omnichannel experience. A deep understanding of consumer behavior is the main basis for decision making and designing effective marketing strategies. In this context, the 4P concept in the marketing model remains relevant, however, digital transformation has changed the way of interaction with consumers from stimulus to response. Cultural, social, personal, and psychological

factors play a key role in shaping consumer behavior, and an understanding of these factors can be used in various contexts, such as formulating marketing strategies, public policy, and social marketing. The use of technology and digital platforms has helped retail companies improve their operational efficiency. With inventory management systems, digital payment acceptance, data analytics, and supply chain management systems, companies can optimize their business processes, reduce costs, and improve customer service. E- commerce , Internet of Things ( IoT ), mobile applications , and digital customer service all play an important role in supporting operational efficiency and better customer experiences. Retail companies that leverage these technologies and platforms can maintain their competitive edge in an ever-changing market. Additionally, the integration of physical stores and online stores in an omnichannel strategy is an important step in creating a better experience for customers. By understanding consumer preferences, choosing the right channels, integrating effectively, and maintaining channels well, companies can achieve an omnichannel experience consistent and satisfying. Certain challenges and requirements must be overcome, but the benefits offered by the approach omnichannel can provide a significant competitive advantage. In facing changes in consumer behavior and increasingly complex market dynamics, retail companies that are able to adapt and utilize digital technology wisely will remain relevant and successful in the digital era. Digital transformation has opened up huge opportunities, and retail companies that take the right steps can harness this potential for long-term growth and success.

BAB II Driving Growth in Competitive Markets A competitive market is a business space in which companies compete fiercely for customer attention, market share, and profits (Yaskun et al., 2023). In this type of market, growth is the key to survival and development (Fodor, 2021). However, achieving significant growth in a competitive market is not always easy (Feng & Goli, 2023) . In this essay, we will explore different strategies that businesses can use to promote growth in competitive markets (Pu et al., 2023). Product and service innovation Product and service innovation is one of the most effective ways to drive growth in competitive markets (Shin et al., 2022a). Companies should always look for ways to improve or develop their products to make them more attractive to customers (Gass et al., 2023). This could be introducing a new product, improving existing features, or improving quality (Portnoy et al., 2023). Effective marketing is more than simply providing a great product or service; Companies must also have effective marketing strategies (Gonda & Poór, 2023). In a competitive market, marketing messages must differentiate the company from its competitors (Gans, 2023). Good marketing can help businesses reach more customers and increase sales (Zheng, 2022). Diversification and expansion Diversification and expansion are other strategies that can be used to encourage growth (Dimitrakopoulou et al., 2023). Diversification involves expanding into different market segments or different industries (Andreani et al., 2023). While expansion involves geographical expansion or entering new markets (Gass et al., 2023). Customer Quality Having loyal customers and maintaining strong relationships with them is an important factor that drives growth in a competitive market (Eskiler & Safak, 2022). Loyal customers tend to make repeat purchases and promote a company's products or services to others (Amanah & Harahap, 2023). Effective Cost Management In a competitive market, effective cost management can be the key to success (Ye & Lau, 2022). Companies must identify ways to reduce production and operating costs without sacrificing product or service quality (Fiorello et al., 2023). Strategic Alliances and Partnerships Sometimes, companies can achieve faster growth by collaborating with other companies through strategic alliances or partnerships (Rosendorf, 2023). This may involve sharing resources, technology or increasing access to new markets (Laxton et al., 2021). Human resource development is an important factor in business growth (Devi Dwi Anggraini et al., 2022). Speakers are valuable assets that need to be managed and developed (Rahmat Izwan Heroza et al., 2021). Investing in employee training and development can improve their skills and performance (Fejfarová & Fejfar, 2022). Sustainable competitive advantage Companies must always seek to create sustainable competitive advantage (Laxton et al., 2021), which means maintaining the differences that make the company unique in the eyes of customers (Lötjönen et al., 2021). This may involve continuous innovation, market monitoring, and rapid adaptation to changes in the business environment (Pandit et al., 2022). Data analysis and data-driven decisions Data collection and analysis is an increasingly important activity in the competitive business world (Collier, 2023). Data can provide valuable insights into customer behavior, market trends, and the effectiveness of business strategies (Alexander Will, 2023). Responding to Change Last but not least, businesses must be prepared to

respond quickly to market changes (Yaakub et al., 2023). Competitive markets often fluctuate and businesses must have flexibility to do so (Biggins et al., 2022). Assess Company Growth and Opportunities Growth is the main goal for most companies (Hajar et al., 2022). To achieve sustainable growth, companies must continuously evaluate available opportunities (Vod et al., 2021). How companies evaluate their growth and opportunities is a key factor in guiding business strategy (Pratapa et al., 2022). The company first conducts a comprehensive market analysis (Pietrzyk-kowalec, 2023). This includes understanding existing market share, market trends, consumer behavior, and competitor analysis (Thakur, 2023). Market analysis helps companies identify growth opportunities that can be exploited and market gaps that can be filled (Lee, 2021). Next, companies need to evaluate the products and services they currently offer (Farooq et al., 2022). Are these products and services still relevant? Is there room for improvement or expansion in the product portfolio? This assessment is important for companies to remain competitive in a changing market(Biggins et al., 2022). Developing new products and services is the next step in evaluating growth opportunities (Tang, 2022). Companies need to invest in research and development (R&D) to create new products and services that can meet growing market demands (Krasavina et al., 2023). This may include developing new technologies, improving products, and innovating services (Okenization & Scafuto, 2022). Geographical expansion is also an option that companies often use for growth (Rollins et al., 2023). Entering international markets or expanding to new regions within a country can help companies acquire new customers and open up significant growth opportunities(Chiu et al., 2022). The evaluation of these opportunities must also be based on careful financial analysis (Madjdi & Zolfaghari, 2023). Companies need to consider the resources needed to pursue opportunities, such as capital, investment, and profit potential (Yang & Deng, 2023). Financial analysis helps companies determine whether the opportunity is financially viable (Casey & Delaney, 2022). Partnerships and alliances with other companies are another way to open up growth opportunities (Sasputra et al., 2022). Companies can explore strategic partnerships with other companies to achieve mutual benefits, expand their product range, and share resources (Döll et al., 2022). This helps companies access markets and technologies that are difficult to reach alone(Anwar & Mardha, 2023). Responding to market changes and new opportunities is also an important factor (Taherdoost, 2023). The market is constantly changing, especially due to technological advances and changing consumer trends (Vincennes, 2021). Companies must be prepared to respond and adapt to market changes (Mason-jones et al., 2022). A company's ability to respond quickly to market changes can create significant growth opportunities (Galbiati et al., 2022). The assessment of growth opportunities must consider the associated risks (Abbasi et al., 2022). Companies should assess the potential financial, operational or reputational risks that may arise in pursuing these opportunities. This will help companies plan appropriate mitigation strategies (Fany et al., 2022).