STRATEGIC MANAGEMENT OF THE MARKETING IN THE SMALL BUSINESS IN THE TOURISM

RAYA MADGEROVA

 

Abstract

In contemporary conditions for the development of the small tourist business important sense has his active marketing policy. Her Formulation and realization force the necessity of strategically management of the entirely marketing process. Strategic management of the marketing process in the small tourist enterprises call for performing of penetrative researches and analyses for the tourist market and the market possibilities, fixing of the enterprises markets, development of his market strategies and plans for creating of the necessary organization for their realization and control.
The effective management of marketing gives influence over the quality of the proposed tourist product and over the competitive power of tourist enterprises, as fixing into grown stage the position who they gets on tourist market.
The purpose of this paper is analysis the state of the management of the marketing process in the small business in the tourism and define the directions for his elaboration. The base of analyses is especially research.

 

Key words

strategic management, marketing, marketing policy, small business, tourism, analyses

 

References

Бъчваров, М., Цв. Тончев, Основи на туризма, 1996, ТИЛИЯ, С.

Kotler, Ph., Marketing Management (Управлениенамаркетинга), 2002, изд. „Класика и стил, С.

Jordanov, J.,Theoretical And Practical Criteria And Marketing Managment Models And Possibilities For Their Application In Spa And Wellness Tourism In Bulgariaq j. Economics&Management, vol.,ІІ, No4, 2006

Madgerova,R.,Entrepreneurship and Small Business inTourism – Particularities, Problems, Solutions, 2004, Intellect A, Sofia, Bulgaria

Pride, W., O. Ferrel, Marketing: Concepts and Strategies, 1994, изд. ФорКом, С.

Dess, G., A. Miller, Strategic management, 1993

Druker, P.,Managing for Results, 2002, изд. Фаир-Пресс, Москва

Hristov, St.,Strategic Management, (Стратегическимениджмънт), унив. изд. „Стопанство”, С., 2000

 

Full Text: PDF (Bulgarian)