Naslov
Marketing planning: A key to successful business performance in the hospitality industry

Autori
Perišić Prodan, Marina ; Lončarić, Dina ; Ribarić, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 12th International Conference on Energy, Environment, Ecosystems and Sustainable Development (EEESD '16) and Proceedings of the 4th International Conference on Management, Marketing, Tourism, Retail, Finance and Computer Applications (MATREFC '16) / Bulucea, Aida - : WSEAS Press, 2016, 37-44

ISBN
978-1-61804-361-0

Skup
4th International Conference on Management, Marketing, Tourism, Retail, Finance and Computer Applications (MATREFC '16)

Mjesto i datum
Venecija, Italija, 29.01.2016. - 31.01.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing planning ; business performance ; hospitality industry ; Croatia

Sažetak
In contemporary business conditions marketing planning should be the basis of marketing management process in the hospitality industry. Nowadays, all hotel companies, regardless of their size should be marketing-oriented and apply the principles of marketing planning. The aim of this paper is to investigate the level of adoption of marketing planning of hotel companies in two developed Croatian counties. The purpose of this paper is to confirm that marketing planning determines business performance of hotel companies. Empirical research proved that there is a statistically significant relationship between marketing planning and business performance of hotel companies. The obtained results are indicative for marketing managers of hotel companies who strive to improve their own operation in order to contribute to the quality of the hotel product and thus to respond to the contemporary market demands.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Energy, Environmental and Structural Engineering Series ; 45

POVEZANOST RADA