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Abstrak :

 

ABSTRAK

Transformasi digital membawa perubahan pada perkembangan pemasaran maka  Strategy, taktic, dan value juga ikut berubah dan tidak relevan. Sehingga Rumah sakit harus memiliki strategi yang tepat, untuk meningkatkan brand.Penelitian ini menggunakan metode Literature review dengan pendekatan kualitatif yaitu melakukan review pada 18 jurnal terdahulu dengan database  google scholar  dan e-perpusnas. Hasil penelitian ini menunjukan komponen strategi pemasaran yang paling berdampak adalah Value.  Citizen memiliki peran besar dalam mempengaruhi pelayanan kesehatan. Citizen 4.0 akan semakin relevan untuk merancang strategi pemasaran yang meningkatkan hubungan antara brand (citra) dan hubungan pelanggan.

           

 

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ABSTRACT

Digital transformation brings changes to marketing development.so, strategies, tactics, and values also change and are irrelevant. The hospital must have the right strategy, to improve the brand. This study uses a Literature review method with a qualitative approach that is reviewing 18 previous journals with the Google Scholar database and e-National Library. The results of this study indicate that the most impactful component of a marketing strategy is value. Citizens have a large role in influencing health services. Citizen 4.0 will be increasingly relevant for designing marketing strategies that enhance the relationship between brands (images) and customer relationships.

 

Abstrak :
This volume explores the interconnection of social, political, technological and economic challenges that impact consumer relationships, new product launches and consumer interests. Featuring contributions presented at the 2019 Academy of Marketing Science (AMS) World Marketing Congress (WMC) held in Edinburgh, Scotland, the theme of this proceedings draws from the Scottish Enlightenment movement of the mid-Eighteenth Century, which centered on ideas of liberty, progress and the scientific method. The core values of this movement are being challenged by the rapidly changing, globally shifting and digitally connected world. The contributions presented in this volume reflect and reframe the roles of marketers and marketing in incorporating and advancing the ideas of the Scottish Enlightenment within contemporary marketing theory and practice. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations ofphenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. The series deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review (AMSR). Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.