Novi Sad as the European Youth Capital for 2019 and the European Capital of Culture for 2021, with a large number of world-renowned manifestations, becomes a city tourist destination for young people ...who are mostly users of this type of accommodation, which indicates that hostels have great significance in the development of tourism in Novi Sad. Hostels have only recently been introduced as a term in legal acts in the hospitality which is the result of adjusting to the needs of the market, which has shown a great interest in this type of accommodation in our area, and therefore caused the opening of a large number of hostels, especially in major cities. Like the rest of the hospitality and tourism entreprises, hostels are facing major business challenges and a turbulent and dynamic business environment, which implies that much attention from owners and management must be directed to strategic marketing planning. Therefore, the aim of this paper is to determine the extent to which the strategic marketing planning process is being implemented in selected hostels in Novi Sad, as well as the extent to which the owners of these facilities are focused on formulating and implementing development strategies as the end result of this process.
The purpose of this study is to determine the extent to which the strategic marketing planning process is being used in the Greek professional sports sector and its contribution to clubs' business ...performance. The research was concentrated on the professional sports sector in Greece and the research hypotheses were investigated through a questionnaire that was delivered to clubs' managing directors and administrative staff. This research showed that strategic marketing planning plays an important role in clubs' business performance. However, this work indicated that strategic marketing planning process is applied to a little extent in the Greek professional sports sector.
Industrial marketing planning is a typical example of an unstructured decision making problem due to the large number of variables to consider and the uncertainty imposed on those variables. Although ...abundant studies identified barriers and facilitators of effective industrial marketing planning in practice, the literature still lacks practical tools and methods that marketing managers can use for the task. This paper applies fuzzy cognitive maps (FCM) to industrial marketing planning. In particular, agent based inference method is proposed to overcome dynamic relationships, time lags, and reusability issues of FCM evaluation. MACOM simulator also is developed to help marketing managers conduct what-if scenarios to see the impacts of possible changes on the variables defined in an FCM that represents industrial marketing planning problem. The simulator is applied to an industrial marketing planning problem for a global software service company in South Korea. This study has practical implication as it supports marketing managers for industrial marketing planning that has large number of variables and their cause–effect relationships. It also contributes to FCM theory by providing an agent based method for the inference of FCM. Finally, MACOM also provides academics in the industrial marketing management discipline with a tool for developing and pre-verifying a conceptual model based on qualitative knowledge of marketing practitioners.
•We apply fuzzy cognitive map approach to supporting industrial marketing planning.•Agent based fuzzy cognitive map inference is proposed for time lag processing, dynamic what-if analysis, and reusability.•The feasibility and usability of the approach are successfully tested via a South Korean software company case.
This paper examines the process of strategic marketing planning for heritage tourism, an inherently complex and fragmented system, requiring a coordinated approach among a range of stakeholders. A ...conceptual model, detailing key stakeholders and specific strategic functions, as well as a prescribed method of coordination, is presented. Two regions were investigated using a qualitative methodology, which examined five strategic documents and consisted of in-depth interviews with 11 key informants from the tourism industry. Key findings indicate that weak coordination, in terms of strategic marketing planning, has negative implications for heritage tourism marketing concerning four key strategic functions, strategic orientation, resource allocation, product service development and destination promotion. The paper emphasises the importance of strategic marketing planning for each function and considers the role of the public sector in terms of providing strategic direction. Furthermore, the paper highlights the potential difficulties of engaging in heritage tourism development in a non-traditional destination.
This paper aims to analyse the marketing practices embraced by SMEs managers to fulfil their organisation objectives in terms of profit. Based on a literature review, qualitative interviews and a ...quantitative research based on questionnaires implemented on Romanian and Maltese SMEs, we have acquired a broad imagine of the marketing practices used within these organisations. The primary pursued objective of the paper is to determine if the size of a SME (in terms of turnover and employee number), influences the marketing process. Moreover, the results of the case study (Romanian vs. Maltese SMEs) outline that SMEs managers, more or less, set short term marketing objectives based on “entrepreneurial instinct” or conjuncture, to overcome threats or to transform opportunities in short term profit. Thus, the study results represent a starting point for developing processes to help SMEs managers make a better use of the marketing orientation concept, in order to create long term business plans.
University publishing houses are characterized for belong to an Institution of Higher Education; Although they edit and publish books for the college community, they also make it for the society of ...which they are part. They must develop as companies into a very competitive market, given that are part of the oldest cultural industry of the West, but at the same time, the edition is consider a consequence of the three essential functions of every university (teaching, research and extension).The constant evolution and growth observed in this kind of publishing house in last years, demand the incorporation of management tools that allow to improve its efficiency and effectiveness, for the benefit of society at large.In this context, the research was develop under the hypothesis of that bussiness's approaches and techniques used in the elaboration of a strategic marketing plan are applicable to Ediciones UNL, imprint of Universidad Nacional del Litoral.It is noticeable, that the use of guidelines’s marketing in an University publishing house is infrequent, given that both strategic planning as marketing are two aspect that aren´t included frequently in this kind of publishers houses. The idea of the captive or natural market with which the universities (students, teachers and researchers) count, many times carry to hold that there is no need to generate a new market. However, in order to develop and consolidate a publishing house, is also required knowledge, skills and tools own of this sector of the economic activity.With the implementation of this proposal is intended to ediciones UNL adopt a strategic management and market orientation, since this way of managing the organization is the best way to achieve the objectives of growth.
Las editoriales universitarias se caracterizan por pertenecer a una Institución de Educación Superior; si bien editan y publican libros para la comunidad universitaria, también lo hacen para la sociedad de la que forman parte. Deben desenvolverse como empresas dentro de un mercado muy competitivo dado que son parte de la industria cultural más antigua de Occidente pero a su vez, en ellas, la edición es considerada una consecuencia de las tres funciones esenciales de toda universidad: docencia,investigación y extensión.La constante evolución y el crecimiento observados en los últimos años en este tipo de editoriales demandan la incorporación de herramientas de gestión que les permitan mejorar su eficiencia y eficacia, en beneficio de la sociedad en general.En este marco, la investigación se abordó bajo la hipótesis de que los enfoques y técnicas de negocios que se utilizan en la elaboración de un plan de marketing estratégico son aplicables a Ediciones UNL, sello editorial de la Universidad Nacional del Litoral.
The aim of this article is to identify stages of strategic marketing planning used in a family-run business, considering its organizational life cycle. The article first defines family-run
...organizations and presents different models of business life cycle found in literature. Later, it analyzes the stages of strategic marketing planning. Through in-depth interviews to key persons in the marketing department of the company under review, and subsequent content analysis, it was possible to determine that stages in strategic marketing planning differ from the phases of the business life cycle.
El objetivo de este artículo es identificar qué etapas de la planificación estratégica
de marketing se utilizan en una empresa familiar, teniendo en cuenta el ciclo de vida organizacional. Se busca determinar qué es una organización familiar y presentar distintos modelos de ciclo de vida empresarial encontrados en la bibliografía. Después se presentan las etapas de la planificación estratégica de marketing. Mediante entrevistas en profundidad aplicadas a personas claves del departamento de marketing de la empresa bajo estudio, se pudo comprobar que las etapas de la planificación estratégica de marketing difieren de las fases del ciclo de vida de la empresa.
Strategic marketing planning requires that the marketing objectives strategies for a specific product-market configuration be in full correlation with the directions and the resources allocated at ...the corporate level or at the strategic business unit one. Such a correlation is more than necessary under the current market conditions, when the economic crisis affects both consumer behavior and corporate decisions. This article focuses on the particularities of strategic marketing planning in sport, given the fact that the vast majority of sports organizations in Romania, although very active on the reference market, do not have a marketing activity correlated with the medium and long term market needs. One of these needs refers to quality of life improvement, knowing that sport activities have positive influence on many dimensions of quality of life, such as health, education, social inclusion, relaxation and leisure. The improvement within the population participation in sport (both as an active participant and as a spectator), the increased duration of leisure and the development of private financing have led to the creation of a large market, where marketing plays a central role. Therefore the marketing management process must also be implemented within the sports organization, in order to make it easier in building and maintaining a relationship with the customer, especially if the organization wants a customer orientation strategy. Such an orientation includes identifying the current needs as well as the future ones in terms of target audience, to offer a series of sports products and services that bring their significant contribution to improving the quality of life. In this paper are highlighted the influences that consumer requirements concerning quality of life have on all components of marketing management process, starting with sports organization mission statement, up to establish strategies for the marketing mix (product, price, distribution and promotion).
Little is known about the uptake of strategic marketing planning in golf clubs. Thus, based on a sample of 307 Australian, New Zealand and British golf clubs, this study examines the application of ...the normative model of strategic marketing planning and its associated marketing practices to golf club administration. Using information derived from golf club managers/secretaries, it investigates both the extent to which strategic marketing practices have been adopted as well as their contribution to golf organisation business performance. The results are highly supportive of the conventional wisdom as to the ingredients of strategic marketing success. Compared with their lower performing counterparts, the higher performing golf clubs are clearly more active in executing a wide range of strategic marketing practices. However, the results also indicate that there is much scope for golf clubs to do more and better strategic marketing. In the face of a challenging operating environment golf club management can take heart from these results: embracing strategic marketing planning is a beneficial business practice that can help improve long-term club viability.
This paper incorporates the results of applying benchmarking and information systems to strategic city management. The main objective is to put forward a methodological proposal for diagnosis, which, ...alongside other types of urban research, will provide valuable information or knowledge for city planning. City benchmarking enables us to make a comparative identification of those key elements that will help guide future lines of strategy to be implemented, as well as serving as the basis for evaluating the results. This is possible in the analysis phase by using basic descriptive statistics and readily interpretable graphic representations. The final part of the research presents the most significant results of the comparative evaluation of municipal diagnostic indicators applied to the regional context of Andalusia, using the capital of the province of Granada as a referent city.
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