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

Author

Listed:
  • Khusnul Khotimah

    (Department of Management, Universitas Yapis Papua, Indonesia.)

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.

Suggested Citation

  • Khusnul Khotimah, 2017. "Experiential Marketing to Increase Net Marketing Contribution Margin (NMCM) through Customer Value," GATR Journals jmmr173, Global Academy of Training and Research (GATR) Enterprise.
  • Handle: RePEc:gtr:gatrjs:jmmr173
    as

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    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Value; Experiential Marketing; Net Marketing Contribution Margin (NMCM); Marketing Communication.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting

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