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Zintegrowany program działań marketingowych miasta na rynku turystycznym

100%
Manczak I.
Zeszyty Naukowe Uniwersytetu Ekonomicznego w Krakowie
|
2013
|
issue 905
21-35
EN
In this article, the author seeks to explain the conceptual category of a city’s integrated programme of marketing activities for the tourist market. The study is based on marketing research in the literature discussing companies’ marketing communication with the market. The author describes the essence and process of marketing communications along with methods employed on the tourist market. Promotional tools are also discussed and the benefits of integrating the various tools in the construction of marketing messages targeted for the tourist market are emphasised. The author highlights the fact that the diversity of promotional tools should result primarily from the superior objectives of a city’s tourist development strategy, as well as take into consideration the specificity of the target group that is to receive this message.
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