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Cite as
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Vollständiger Titel
MERCATI E COMPETITIVITÀ
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Verlag
FrancoAngeli
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ISSN
1826-7386 (Gedruckte Zeitschrift)
1972-4861 (Online-Zeitschrift)
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Nummer der Ausgabe
2
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Andere Beschreibung der Ausgabe
2
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Erscheinungsdatum der Ausgabe (YYYY/MM)
2013/07
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Vollständiger Titel
Le metriche di marketing nel turismo. un'indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented
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Von (Autor)
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Erste Seite
105
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Letzte Seite
129
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Sprache des Textes
Italienisch
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Erscheinungsdatum
2013/07
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Copyright
2013 FrancoAngeli srl
Vorwort
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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Le metriche di marketing nel turismo
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