MANAJEMEN PEMASARAN: Mesin Pencipta Nilai Di Era Digital

Authors

Dr. Ir, Abdul Haris, S.T., S.E., M.M
Universitas Wirabhakti Makassar
Muhammad Idris Safa, SE., M.M
Sekolah Tinggi Ilmu Ekonomi Indonesia Makassar
Dr. Muhammad Asdar, S.E., M.M
Universitas Wirabhakti Makassar

Keywords:

Konsep Dasar Pemasaran, Strategi Dan Perencanaan Pemasaran, Analisis Perilaku Konsumen, Segmentasi, Penargetan, Dan Penentuan Posisi Pasar (Stp), Strategi Produk, Strategi Merek (Branding), Strategi Penetapan Harga, Strategi Saluran Pemasaran (Distribusi), Strategi Promosi (Komunikasi Pemasaran Terintegrasi), Pemasaran Digital Dan Media Sosial, Pemasaran Jasa, Pemasaran Internasional, Etika Pemasaran Dan Tanggung Jawab Sosial, Implementasi Dan Kontrol Strategi Pemasaran

Synopsis

Di tengah lautan disrupsi digital dan perubahan perilaku konsumen yang tak terduga, bagaimana sebuah bisnis dapat menavigasi kompleksitas pasar modern untuk tidak hanya bertahan, tetapi juga berkembang? Buku ajar Manajemen Pemasaran: Mesin Pencipta Nilai di Era Digital hadir untuk menjawab tantangan tersebut. Buku ini secara fundamental mengubah cara pandang kita terhadap pemasaran, dari sekadar fungsi departemental menjadi sebuah “mesin” sentral yang menggerakkan seluruh organisasi untuk menciptakan, mengkomunikasikan, dan menyerahkan nilai superior kepada pelanggan.

Dengan pendekatan yang memadukan kedalaman teori akademis dan ketajaman wawasan praktis, buku ini membedah setiap komponen “mesin” pemasaran secara sistematis. Dimulai dari fondasi pemahaman konsep dasar dan perilaku konsumen, pembaca akan diajak untuk merancang strategi yang kokoh melalui proses Segmentasi, Penargetan, dan Penentuan Posisi (STP). Selanjutnya, buku ini mengupas tuntas strategi taktis untuk setiap elemen bauran pemasaran, mulai dari produk dan merek, hingga penetapan harga, distribusi, dan promosi yang terintegrasi.

Secara khusus, buku ini memberikan penekanan pada konteks pemasaran modern dengan mendedikasikan bab khusus untuk Pemasaran Digital dan Media Sosial, Pemasaran Jasa, Pemasaran Internasional, serta Etika dan Tanggung Jawab Sosial. Setiap bab dirancang dengan alur yang logis, diperkaya dengan analogi yang mencerahkan, studi kasus relevan dari perusahaan lokal dan global, serta latihan yang mendorong pemikiran kritis dan penerapan konsep.

Ditujukan bagi mahasiswa Sarjana dan Pascasarjana di bidang manajemen dan bisnis, serta para praktisi pemasaran yang ingin mempertajam wawasan strategisnya, buku ini bukan hanya sekadar kumpulan teori. Ini adalah panduan komprehensif untuk membangun pola pikir seorang ahli strategi pemasaran yang mampu membuat keputusan yang lebih baik, menghadapi realitas pasar, dan pada akhirnya, membangun mesin pencipta nilai yang berkelanjutan di era digital.

Author Biographies

Dr. Ir, Abdul Haris, S.T., S.E., M.M, Universitas Wirabhakti Makassar

Dr. Ir. Abdul Haris, S.T., S.E., M.Si lahir di Ragi pada tanggal 20 Mei 1969. Ia merupakan seorang akademisi dengan jabatan fungsional Lektor Kepala (III/d) dan memiliki NIDN 0920056903. Saat ini, ia menjabat sebagai Rektor Universitas Wira Bhakti Makassar sejak tahun 2023, setelah sebelumnya menduduki sejumlah posisi penting di lingkungan perguruan tinggi, antara lain Ketua STIE Wira Bhakti Makassar (2021), Wakil Ketua I Bidang Akademik (2015), dan Wakil Ketua III Bidang Kemahasiswaan STIE Indonesia Makassar (2013). Riwayat pendidikannya dimulai dari SDN Ragi Bima (1982), SMPN Teke Bima (1985), SMA PGRI Kota Bima (1988), hingga meraih gelar S1 di bidang Teknik Industri dari UMI Makassar (1994), S1 Manajemen dari STIE AMKOP (2012), S2 Magister Agribisnis dari UNHAS (2008), dan S3 Pendidikan Ekonomi dari UNM (2017).

Selain aktif di dunia pendidikan, penulis juga terlibat aktif dalam berbagai organisasi profesi. Pada tahun 2022, ia menjabat sebagai Pengurus Wilayah Perkumpulan Dosen Muslim Indonesia Sulawesi Selatan, Pengurus Asosiasi Perguruan Tinggi Swasta Indonesia Wilayah IXA Sul-Sel, Ketua Forkom Alumni FTI UMI Makassar, serta Pengurus Pusat Asosiasi Badan Penyelenggara Perguruan Tinggi Swasta Indonesia Sul-Sel. Pada tahun 2023, ia dipercaya menjadi Dewan Pengawas DPD Perkumpulan Ahli dan Dosen Republik Indonesia (ADRI) dan Pengurus Wilayah Aliansi Relawan Perguruan Tinggi Anti Penyalagunaan Narkoba (ARTIPENA) Sul-Sel. Keterlibatannya dalam berbagai organisasi mencerminkan komitmennya dalam membangun jejaring dan kontribusi nyata bagi pengembangan pendidikan tinggi di Indonesia.

Muhammad Idris Safa, SE., M.M, Sekolah Tinggi Ilmu Ekonomi Indonesia Makassar

Muhammad Idris Safa, SE., M.M lahir di Barru Sulsel, 25 Juni 1971 pekerjaan utama sebagai Dosen di Sekolah Tinggi Ilmu Ekonomi Indonesia Makassar pada Program Studi Manajemen. Meraih Gelar Sarjana Ekonomi (SE) pada Sekolah Tinggi Ilmu Manajemen (STIM-LPI) Makasar pada tahun 1996. dan melanjutkan pada Program Pascasarjana Magister Manajemen  (S-2) dengan konsentrasi Manajemen Strategik pada Sekolah Pascasarjana Universitas Hasanuddin Makassar tahun 2017, dan saat ini Penulis tengah menyelesaikan Pendidikan Doktor (S3) pada Program Doktor Ilmu Manajemen (DIM) di Universitas Muslim Indonesia (UMI) Makassar. Pengembangan organisasi profesi juga menjadi focus perhatian penulis saat ini juga menjadi pengurus Pusat Studi Kajian Manajemen Indonesia (PSKMI) Sulawesi Selatan.   Selain  pekerjaan  utamanya sebagai Dosen Penulis juga aktif bekerja sebagai Praktisi dan Profesional di bidang Industri dan Bisnis sekarang menjabat sebagai Kepala Cabang Pada Perusahaan Penerbit Nasional, Penulis juga aktif menulis di beberapa Jurnal Ilmiah Nasional dan Internasional yang terakreditasi maupun yang tidak terakreditasi.

Dr. Muhammad Asdar, S.E., M.M, Universitas Wirabhakti Makassar

Dr. Muhammad Asdar, S.E., M.M., lahir di Sinjai pada 24 November 1981, beragama Islam, berjenis kelamin laki-laki, dan berstatus menikah. Berdomisili di Jl. Bontotangnga Lorong Bonto Salama No. 23, Kelurahan Paccinongang, Kecamatan Somba Opu, Kabupaten Gowa, Sulawesi Selatan, beliau menempuh pendidikan Sarjana (S1) di Sekolah Tinggi Ilmu Manajemen Indonesia (STIMI) Makassar pada jurusan Manajemen (2004–2008), melanjutkan pendidikan Pascasarjana (S2) di Universitas Muslim Indonesia pada jurusan Manajemen Sumber Daya Manusia (2008–2010), dan menyelesaikan Program Doktor (S3) di universitas yang sama pada bidang Ilmu Manajemen. Saat ini, beliau menjabat sebagai Kepala Lembaga Penelitian dan Pengabdian kepada Masyarakat (LPPM) Universitas Wira Bhakti Makassar dengan jabatan fungsional Lektor, serta mengampu mata kuliah Studi Kelayakan Bisnis dan Manajemen Sumber Daya Manusia. Beralamat kantor di Jl. Pettarani No. 72 Kav 3-4-5 Makassar, Sulawesi Selatan

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