10
Bisnis
yang
menciptakan
nilai
bagi perusahaan
adalah
kemampuan
untuk
mengintegrasikan
pengetahuan
dan
marketing melalui teknologi komunikasi dan
komputer. Kotler & Kartajaya memperkenalkan formula : [Kotler-Kartajaya, 2000]
E = k M c ²
E = Energi (Nilai) bagi perusahaan
K = Knowledge (Pengetahuan)
M = Marketing (Pemasaran)
C1 = Computer technology (Teknologi Komputer)
C2 = Communication technology (Teknologi Komunikasi)
Business
Mission
Externall
Enviroment
(Opportunity &
Threat analysis)
SWOT
Analysis
Internal
Enviroment
(Strength/
weakness
analysis)
Goal
Formulation
Strategy
formulation
Program
formulation
Implementation
feedback and
control
Gambar 2.1 Proses Perencanaan Strategi unit bisnis [Kotler, 2003, pp102]
2.2.1 Definisi Manajemen Pemasaran Stratejik
“Strategic market management is a system designed to help management both
precipitate and make strategic decisions, as well as create strategic visions. A
strategic decision involves the creation, change, or retention of a strategy. In contrast
to a tactical decision, a strategic decision is usually costly in terms of the resources
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