Kritik Terhadap Pemasaran Bank Syariah (Pendekatan Eksperiental Marketing)

Asytuti, Rinda (2012) Kritik Terhadap Pemasaran Bank Syariah (Pendekatan Eksperiental Marketing). Jurnal Hukum Islam, 10 (1). pp. 87-100. ISSN 2502-7719

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Abstract

This study examines the idea of Bernard Schmitt,‘experiential marketing’, on Islamic banks that are operating side by side with conventional banks. This marketing is a concept that integrates elements of emotions, logic, and general thought processes to connect with the consumer. The goal of experiential marketing is to establish the connection in such a way that the consumer responds to a product offering based on both emotional and rational response levels. Via" experiential marketing," Schmitt presents a revolutionary framework for getting in-touch with one's customers while at the same time differentiating oneself from rest of the competition. Here are a few of the basics of experiential marketing for Islamic banks, and how this process can often succeed when other marketing strategies fail

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