ANALISIS PENERAPAN INOVASI PRODUK PADA KINERJA PEMASARAN
Abstract
Kinerja pemasaran dengan mengunakan inovasi produk memadukan kreativitas, pengetahuan serta teknologi dalam kinerjanya. Pengaplikasian kreativitas, pengetahuan serta teknologi dalam kinerja pemasaran meliputi perluasan lini produk, produk tiruan dan produk baru. Kinerja pemasaran memberikan kontribusi berupa jumlah penjualan yang terjadi pada perusahaan. Dengan mengunakan analisis penelitian terdahulu (literature review) penelitian ini bertujuan untuk menemukan dampak penerapan inovasi produk pada kinerja pemasaran.
Kata Kunci: inovasi produk, kreativitas, kinerja pemasaran.
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