COLLABORATIVE MARKETING MANAGEMENT IN BUILDING A SUSTAINABLE KARAWANG CITY BRANDING

摘要

The long-term goal of this research is to study collaborative marketing management in building a sustainable city branding in Karawang Regency to encourage the achievement of the Karawang Regency's vision and mission. Specific target of research is that Karawang Regency has the right city branding in accordance with the advantages of its competitiveness. This research is expected to contribute practically, creatively and innovatively, to increase the competitiveness of Karawang Regency so that it can have the advantage of being a sustainable city branding. The study was conducted using a single case study qualitative method, namely; collect, present, analyze, triangulate and test validity and make conclusions and suggestions. Research locus in Karawang Regency. Unit of stakeholder research respondents who have interests in each region. The results showed that collaborative marketing management in building city branding was still not optimal. In general, collaboration marketing management is directed through invest, torism and trade has not been directed to the achievement of MDG acceleration and vision and mission. City branding has not been concretely and firmly oriented into the city branding pattern of hexagon which includes presence, potential, place, pulse, people and prerequite, as it is not yet optimal in developing sustainable tourism industry. The marketing and promotion of tourism destinations is also still not integrated, directed, and measurable in accordance with the objectives, targets and targets of tourism development that have been determined. The strength and potential of the agricultural and industrial sectors become valuable capital. This has caused the city branding of Karawang Regency to not be concretely concrete for an increase in the icon of a city that becomes an attraction and strength.