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Review article

Strategic marketing for small and middle sized hotel firms in Croatia

Vesna Borković ; Fakulteta za turizam i vanjsku trgovinu Dubrovnik, Dubrovnik, Hrvatska

Fulltext: croatian, pdf (3 MB) pages 279-290 downloads: 162* cite
APA 6th Edition
Borković, V. (1995). Strateški marketing malih i srednjih hotelskih poduzeća u Hrvatskoj. Tourism and hospitality management, 1 (2), 279-290. Retrieved from https://hrcak.srce.hr/182529
MLA 8th Edition
Borković, Vesna. "Strateški marketing malih i srednjih hotelskih poduzeća u Hrvatskoj." Tourism and hospitality management, vol. 1, no. 2, 1995, pp. 279-290. https://hrcak.srce.hr/182529. Accessed 24 Oct. 2020.
Chicago 17th Edition
Borković, Vesna. "Strateški marketing malih i srednjih hotelskih poduzeća u Hrvatskoj." Tourism and hospitality management 1, no. 2 (1995): 279-290. https://hrcak.srce.hr/182529
Harvard
Borković, V. (1995). 'Strateški marketing malih i srednjih hotelskih poduzeća u Hrvatskoj', Tourism and hospitality management, 1(2), pp. 279-290. Available at: https://hrcak.srce.hr/182529 (Accessed 24 October 2020)
Vancouver
Borković V. Strateški marketing malih i srednjih hotelskih poduzeća u Hrvatskoj. Tourism and hospitality management [Internet]. 1995 [cited 2020 October 24];1(2):279-290. Available from: https://hrcak.srce.hr/182529
IEEE
V. Borković, "Strateški marketing malih i srednjih hotelskih poduzeća u Hrvatskoj", Tourism and hospitality management, vol.1, no. 2, pp. 279-290, 1995. [Online]. Available: https://hrcak.srce.hr/182529. [Accessed: 24 October 2020]

Abstracts
The paper analyses the efficiency of the former marketing policy of the tourist suppliers and the tourist policy by applying the elements of marketing mix (product/service, sale, promotion and rates). The paper also indicates that there is the need for qualitative transformation of nearly every more important segment of the tourist supply and the need for the development of the adequate developmental strategy as well as entering the market on all the levels from an economic subject to the country as a whole. Such an approach based on the standard model of strategic planning is described in the second part of the paper. With regard to privatisation and restructuring of the supply special attention has been paid to the small and medium-size hotels for they are expected to be the prevailing ones in the hotel industry in most destinations in Croatia.

Keywords
marketing policy; strategic marketing; small and medium-sized hotels

Hrčak ID: 182529

URI
https://hrcak.srce.hr/182529

[croatian]

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