文章基本信息

标题：Strategic Marketing in Tourism
本地全文：下载
作者：Silvia Muhcina ; Brailoiu Liviu
期刊名称：Ovidius University Annals: Economic Sciences Series
电子版ISSN：2393-3127
出版年度：2012
卷号：12
期号：1
语种：English
出版社：Ovidius University Press
摘要：Tourism is a very dynamic economic sector because is very depended of environmental changes,especially now,when the global economy pass through successive crises. For the competitive organizations,the success means to transform their specific activity in a more market oriented business. The objectives of any organization must be fixed going from a better understanding of the markets. Strategic marketing means to know and analyze the consumers’ needs and the market which organization refers and suppose to realize some important activities,such as market segmentation,differentiation and positioning. A very important step in strategic marketing is to identify the sources of comparative and competitive advantage and to design the strategy framework.
关键词：marketing;strategy;segmentation;differentiation;positioning.