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.
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.
Substantial evidence shows that strategic marketing planning leads to increased small business performance, yet most small business owners do not draw up a plan for their businesses. This paper ...presents the results of a secondary research survey on strategic marketing planning of SMEs in South Africa. They indicate that while the higher performing SMEs give a higher priority to marketing than to other business functions, they are still sales- or production-oriented. The higher performing SMEs are more aware of strategic planning tools. They compete with value-added products and good buyer-seller relationships. The findings suggest that broad, small business marketing principles to some extent contribute to the success of SMEs.
In times of budget restraints and limited capacities it is important to use the available resources strictly market-oriented – in other words focused on the client's needs – and with a view to the ...company's targets. Even for a One Person Library, a marketing concept is essential in order to optimize the work of the library. This article introduces the different stages of the marketing management process. Hereby, the analysis of strengths and weaknesses and strategic marketing planning build the core area.
This article deals with the genesis of scientific views on strategic financial planning abroad. The allocation process of strategic planning of functional strategies, particularly financial. Given ...the systematization of conceptual approaches to strategic financial planning within evolution.
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