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- W2774313963 abstract "The national silk industries is one of agro-industry subsector which are potentially to bedeveloped due to the advantages and chances to be a big industry, beside, it will increaseregional economy and regional welfare. The government is trying to reduce natural silkimport from 618.8 tons in 2005 to 275 tons in 2010, so that in global competitiveness, silkindustry has a competitive advantage.The natural silk development was integrated carried out by stakeholders as a part of peopleeconomy development to increase the farmers revenue, increasing business opportunities,improving employment opportunities, increase regional revenue and foreign exchange, werebegin with the action which are covered in the concept of marketing strategies (Craven David,2003).Customer satisfaction can be done by the right controlling and mix marketing strategicplanning to achieve a competitive advantage. The silk industry is still conventional and needsan appropriate calculation to many aspects which are covered in a mix marketing to increasemarketing performance and once again competitive advantage.The subjects of this research are describing the mix marketing strategy, competitiveadvantage and marketing performance of silk industries in West Java, Indonesia, and to findout the influence of mix marketing and competitive advantage to the marketing performance insilk industries in West Java, Indonesia.Methods used in this research are descriptive and explanatory survey, with questionnairesand interview as a tools in primary data collector. Unit analysis is 47 respondents which areentrepreneurs and sellers who involved in silk business in West Java, Indonesia. The analysisdata method is using descriptive analysis and verificative method of path analysis.The research found out that mix marketing strategy, competitive advantage are in anappropriate category, and marketing performance is in high category.Mix marketing strategy through competitive advantage has a positive effect and significant inimproving marketing performance compared to the partially effect on marketing performance,on silk industries in West Java, Indonesia. Keywords: Mix Marketing Strategy, Competitive Advantage, Marketing Performance." @default.
- W2774313963 created "2017-12-22" @default.
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- W2774313963 date "2012-01-01" @default.
- W2774313963 modified "2023-09-23" @default.
- W2774313963 title "Analysis of Marketing Performance on Silk Industry through MixMarketing Strategy and Competitive Advantage" @default.
- W2774313963 hasPublicationYear "2012" @default.
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