Zastosowanie wybranych instrumentów marketingu partnerskiego w biurach podróśy
Applying the tools of the partnership marketing in the travel agencies

Summary/Abstract: The paper concerns applying the tools of partnership marketing in the management of the tourism company – the travel agency. In the paper it is shown that partnership marketing is a form of managing the travel agency which is customer orientated. By applying these instruments the company – the travel agency – better recognizes the customers’ needs and meets the needs of the customers. Due to the partnership marketing the travel agency’s cooperation with the customer – tourist is a long-term relationship and is based on partnership in creating tourism products.

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