STRATEGI PEMASARAN: Teori, Praktik, dan Konteks Lokal

Penulis

Donny Arif, SE., MM., CRA., CRP
Universitas Maarif Hasyim Latif (UMAHA) Sidoarjo
Siti Masnunah, S.M.
Universitas Maarif Hasyim Latif (UMAHA) Sidoarjo
Prof. Dr. Slamet Riyadi, M.Si., Ak., CA.
Dr. Abdul Halik, M.M.

Kata Kunci:

strategi pemasaran, marketing, konsep pemasaran

Sinopsis

“Strategi Pemasaran: Teori, Praktik, dan Konteks Lokal” adalah buku ajar yang dirancang untuk menjembatani konsep-konsep strategis pemasaran dengan dinamika nyata di lapangan. Ditulis oleh akademisi dan praktisi yang berpengalaman di dunia pendidikan dan riset pemasaran, buku ini mengajak pembaca memahami pemasaran tidak hanya sebagai teori, tetapi sebagai seni membaca pasar, membentuk nilai, dan menciptakan keunggulan yang berkelanjutan.

Disusun dengan pendekatan sistematis dan kontekstual, buku ini membahas topik-topik penting seperti:

  • Formulasi strategi berbasis analisis lingkungan (PESTEL dan Porter’s Five Forces),
  • Segmentasi, targeting, dan positioning (STP),
  • Strategi produk, harga, distribusi, dan promosi,
  • Nilai pelanggan (Customer Value, CLV, CRM),
  • Strategi branding, inovasi, serta diferensiasi,
  • Hingga isu-isu mutakhir seperti green marketing, marketing digital, dan strategi global.

Keunggulan buku ini terletak pada kekuatan naratif dan relevansi lokal. Setiap bab disertai dengan contoh kasus nyata dari perusahaan dan brand di Indonesia mulai dari startup seperti Kopi Kenangan, ritel seperti Alfamart, hingga merek lokal yang mendunia seperti Somethinc dan Le Minerale.

Bab

  • KATA PENGANTAR
  • DAFTAR ISI
  • BAB 1 - PENDAHULUAN
  • BAB 2 - ANALISIS LINGKUNGAN STRATEGIS
  • BAB 3 - STRATEGI SEGMENTASI PASAR
  • BAB 4 - STRATEGI BERBASIS NILAI PELANGGAN
  • BAB 5 - FORMULASI STRATEGI PEMASARAN
  • BAB 6 - STRATEGI PRODUK, HARGA, DISTRIBUSI, DAN PROMOSI
  • BAB 7 - IMPLEMENTASI DAN EVALUASI STRATEGI
  • BAB 8 - TREN & INOVASI DALAM PEMASARAN STRATEGI
  • BAB 9 - STRATEGI PEMASARAN GLOBAL DAN LINTAS BUDAYA
  • BAB 10 - KOMPILASI CONTOH KASUS STRATEGI PEMASARAN DI INDONESIA
  • DAFTAR PUSTAKA
  • PROFIL PENULIS

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Biografi Penulis

Donny Arif, SE., MM., CRA., CRP, Universitas Maarif Hasyim Latif (UMAHA) Sidoarjo

Donny Arif, SE., MM., CRA., CRP adalah dosen tetap di Fakultas Ekonomi dan Bisnis, Program Studi Manajemen, Universitas Maarif Hasyim Latif (UMAHA) Sidoarjo. Fokus keilmuannya meliputi strategi pemasaran, manajemen distribusi, dan pengembangan usaha berbasis digital. Hingga saat ini, ia telah menghasilkan 16 karya ilmiah yang terindeks Scopus, dengan h-index 7, mencerminkan kontribusinya yang konsisten dalam penelitian di bidang manajemen dan pemasaran strategis. Ia juga merupakan penerima hibah penelitian kompetitif nasional, yakni Hibah Penelitian Dosen Pemula (PDP) tahun 2020 dan 2022, serta Hibah Fundamental Dikti tahun 2024. Dengan latar belakang akademik dan praktik riset yang kuat, Donny Arif menghadirkan pendekatan pembelajaran yang aplikatif, berbasis studi kasus lokal, dan relevan dengan tantangan pemasaran di era digital. Buku ini merupakan bagian dari dedikasinya dalam mengintegrasikan antara teori dan praktik pemasaran kontemporer di Indonesia.

Siti Masnunah, S.M., Universitas Maarif Hasyim Latif (UMAHA) Sidoarjo

Siti Masnunah, S.M. merupakan lulusan Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Maarif Hasyim Latif (UMAHA) Sidoarjo. Selama masa studinya, ia dikenal sebagai mahasiswa aktif dan berprestasi yang berhasil menyelesaikan pendidikan sarjananya melalui program beasiswa Kartu Indonesia Pintar (KIP Kuliah) hingga lulus tepat waktu. Siti menuntaskan skripsinya dengan topik yang relevan dalam bidang pemasaran digital dan inovasi promosi di era media sosial. Saat ini, ia aktif mengembangkan usaha di bidang industri kreatif, sekaligus tetap berkarya di dunia akademik sebagai kontributor penulisan dan pengembangan literasi praktis untuk mahasiswa. Sebagai penulis dalam buku ini, Siti Masnunah ikut membantu menyumbangkan sudut pandang segar dari generasi muda yang telah mengalami langsung transformasi strategi pemasaran di era digital dan UMKM berbasis komunitas.

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STRATEGI PEMASARAN: Teori, Praktik, dan Konteks Lokal

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Diterbitkan

11 Juni 2025
Hak Cipta (c) 2025 Donny Arif, SE., MM., CRA., CRP, Siti Masnunah, S.M. (Author); Prof. Dr. Slamet Riyadi, M.Si., Ak., CA., Dr. Abdul Halik, M.M. (Volume editor)

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ISBN-13 (15)

978-634-202-415-7

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Cara Mengutip

STRATEGI PEMASARAN: Teori, Praktik, dan Konteks Lokal. (2025). Penerbit KBM Indonesia. https://librarypenerbitkbm.science/index.php/buku/catalog/book/234