THIS DOI METADATA WAS LAST UPDATED: 2024-01-10 22:51
Full Title
MERCATI E COMPETITIVITÀ
Publisher
FrancoAngeli
ISSN
1826-7386 (Printed Journal)
1972-4861 (Online Journal)
Journal Issue Number
2
Journal Issue Designation
2
Journal Issue Date (YYYY/MM)
2013/07
Full Title
Le metriche di marketing nel turismo. un'indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented
By (author)
First Page
105
Last Page
129
Language of text
Italian
Publication Date
2013/07
Copyright
2013 FrancoAngeli srl
Introduction or preface
The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess.
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