Naslov
The Role of Management of Marketing in Strategy “divide et impera” In World Cruising“

Autori
Luković, T. ; Šperanda, I. ; Skrzeszewska, K.

Izvornik
INTERNATIONAL JOURNAL OF ECONOMICS AND STATISTICS (2309-0685) 4 (2015), 2006; 229-238

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, pregledni rad, stručni

Ključne riječi
world cruising, management of marketing, strategy of diversification, market niches, research & development

Sažetak
The world's great cruising is one of the strongest capital industries of nautical tourism. His development past few decades takes place continuously upwards, as opposed to most industries recorded in the same period. This development is taking place despite the global crisis, but the foundation of this development lies in the constant research of market demand. For the purpose of presentation and analysis of examples of good management of marketing that has evolved in an age of global world crisis, the main purpose of this research analysis management of marketing of the large corporations in the cruise tourism. A good organization within the company cruising, forming groups/corporations, branding brands, strong market orientation of management, skillfully use the strategy of diversification, constant research of market demand, the areas where this study deals. All this, are factors that the development of cruising, which is planned by 2019, is realistic and the risk of the ambitious development plan, despite the crisis, reduced to a minimum. Analysis of the needs of potential passengers on cruise ship cruising allows to secure a competitive advantage in the global market of tourist demand. That is, in the category of famous and crucial in tourism "value for money", cruising almost no competitor. Therefore, the way to manage the development of cruising becomes a model to other industries in the actual era of global world economic crisis. It is precisely at this time, for the management is imperative to look for and find the option and method for shaping its development opportunity, in order to ensure economic growth.

Izvorni jezik
Engleski

Znanstvena područja
Interdisciplinarne društvene znanosti

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