MARKETINGOVÁ KOMUNIKÁCIA PODNIKOV CESTOVNÉHO RUCHU – TVORBA A OPTIMALIZÁCIA KOMUNIKAČNÉHO MIXU
Marketing communication of service-base enterprises in tourism – creation and optimization of communication mix
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Intensification of competition at the market requires paying more attention to marketing communication issues. Marketing communication based on effective communication strategy including the using of optimal communication mix can be considered just as a source of competitive advantage for service-base enterprises in tourism, too. That is why the authors focused their research on this issue. The article presents partly results and conclusions of theoretical research and also empirical survey of marketing communication of service-base enterprises in tourism from region Liptov. In the last part of the article they present one of the options or ways how to optimize decision-making process of the marketing communication tools choosing or the optimal communication mix compilation. They give the example of the application of multi-criterion valuation of more variants/alternatives. Decision making process is supported by programme Expert Choice.
178 – 193
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