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Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value

Khusnul Khotimah ()
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Khusnul Khotimah: Department of Management, Universitas Yapis Papua, Indonesia.

GATR Journals from Global Academy of Training and Research (GATR) Enterprise

Abstract: Objective – Experiential Marketing may have a positive effect on both the formation of customer value and in the generation of profits for a company. Methodology/Technique – This study examines the calculation of the Net Marketing Contribution Margin (NMCM) in achieving a company's return. The survey shows an increase in total business income in 2014 by IDR 3.59 trillion, and in 2015 by IDR 3.8 trillion. However, the scheduled passenger income has decreased by 20.61%. Findings – The findings show that the ratio of promotions, tickets, and sales expenses to the total number of sales fluctuated between 2009 and 2015. This is contrary to the revenue generated through Experiential Marketing, which continued to increase from year to year. Novelty – The study shows that, without a strong communication strategy, a company may not be able to reach its full potential.

Keywords: Customer Value; Experiential Marketing; Net Marketing Contribution Margin (NMCM); Marketing Communication. (search for similar items in EconPapers)
JEL-codes: M30 M31 M41 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-mkt and nep-sea
Date: 2017-12-14
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Published in Journal of Management and Marketing Review, Volume 2, Issue 4

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