1. Membangun Paradigma Komunikasi Pemasaran Kontekstual ...9
Apa itu KOnteks? ...12
Mengapa KOmunikasi Harus Kontekstual? ...14
Ontologi KOmunikasi Pemasaran Kontekstual ...17
Latihan ...19
2. Megatren Perubahan Perilaku Pasar ...21
Dari Price Menuju Value ...25
Dari Survival Need Menuju Spiritual Enthusiasm ...32
Latihan ....35
3. Entitas Pemasaran Kontekstual ...37
Goods ...38
Services ...42
Events ...45
Experiences ...48
Persons ...51
Places ...53
Latihan ...56
4. Segmen, Target dan Posisi KOntekstual ...57
Market Segementation ...60
Market Targeting ...66
Market Positioning ...69
Latihan ...70
5. Blue Ocean Marketing ...71
Red Ocean vs Blue Ocean Strategy ...72
Product Engineering dengan BOS ( Blue Ocean Strategy) ...74
Latihan ...78
6. Integrated Marketing Communication (IMC) ...79
Apa itu Integrated Marketing Communication (IMC)? ...82
Karakteristik Integrated Marketing Communication (IMC) ...84
Advertising ...85
Public Relation ...90
Event Sponsorship ...94
Sales Promotion ...95
Personal Selling ...97
Latihan ...98
7. Komunikasi Pemasaran Digital ...99
The Power of Internet ...103
Website ...105
Latihan ...109
8. Rekayasa Komunikasi Pemasaran ...111
Brand Engineering ...112
less-MOney Marketing ...116
Marketing Engineering Intelligence ...118
Latihan ...120