出版社：Asosiasi Pendidikan Tinggi Ilmu Komunikasi (ASPIKOM)
摘要：Most of the radio stations today is involving the audiences through the interactive program. This changes is related with the reformation order, particulary in developing public sphere, meaning that society is more open than before. Some of the radio stations create this interactive program as their main positioning. In the competition among the radio station, marketing communication strategy is needed. This article discuss about how the station radio using the marketing communication strategy to win the competition.
关键词：radio interactive program; marketing communication; strategy and practices
