Zindywidualizowana komunikacja marketingowa w turystyce – studium przypadku
Individualized marketing communication in tourism – a case study

Summary/Abstract: Modern marketing concepts are today important parts of a strategic plan of almost all companies that care about their position on a competitive market environment. The purpose of this paper is to present tools of marketing communication, detailing individualism as a modern form of communication between the companies and their market environment. The author presents these tools on the example of the largest organizer of health tourism in Germany, the EuroMed GmbH, which clients are mostly elder people – “60 plus”. In the first part of the article, there were compared the marketing mix instruments of the Euro-Med in the ‘90s and today. The second part of the paper presents the individualism as a modern tool of marketing communication and shows its practical application in the tourist enterprise.

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