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Review article

Optimal combination of marketing instruments as a basis for tourist destination strategic management

Ivo Zupanovic ; Ishtap Algonquin College Petrovac, Montenegro

Full text: english pdf 392 Kb

page 759-774

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The marketing mix concept is understood as a certain combination of the instruments that form a tourist offer. Marketing mix enables integration of marketing activities, in order to satisfy the needs of tourist clients,but also in order to achieve the goals of tourist subjects business. Marketing instruments optimising is necessary during the adaptation to certain tourist segments.A suitable marketing mix is not just a simple sum of different instruments but an optimal combination of certain strategies of integrated tourist product, prices, promotion and distribution.


marketing mix, tourist product, prices, promotion, distribution

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