Naslov
Marketing strategy in overall business strategy in Croatian tourism and hospitality firms

Autori
Nefat, Ariana ; Horvat, Jasna

Izvornik
Tourism An International Interdisciplinary Journal (1332-7461) 51 (2003), 3; 259-273

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, članak, znanstveni

Ključne riječi
marketing strategy; business strategy; Miles and Snow; tourism and hospitality firms; Croatia

Sažetak
The interaction of a firm with its environment is extremely important and, in ths respect, marketing has a significant role. This article, therefore, examines the fit between marketing strategies used by firms according to the type of business strategy that they use, based on the classification of strategy types developed by Miles and Snow. Primary research was conducted on a sample of Croatian firms opeating in toursim and hospitality. The results obtained confirm most of the theoretical propositions regarding the characteristics of marketing strategy across the strategy types. Thus, as expected, prospectors are more innovative, oriented to development of new markets and for them marketing actives are extremely important. In comparison, defenders pay less attention to marketing, as they tend to focus their energy on protecting the achieved market postion. Analysers are, however, more similar to defenders than prospectors. Although the research indicated that firms, in general, pay insufficient attnetion to innovations, it is encouraging that they place high importance to the customer satisfaction and service quality.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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