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


  • Khusnul Khotimah

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


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

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    References listed on IDEAS

    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.
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    More about this item


    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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