SEGMENTACE TRHU A MARKETINGOVÝ MIX V CESTOVNÍM RUCHU
MARKET SEGMENTATION AND MARKETING MIX IN TOURISM

Author(s): Karel Lacina
Subject(s): Business Economy / Management, Financial Markets, Marketing / Advertising, Tourism
Published by: Masarykova univerzita nakladatelství
Keywords: Marketing; tourism industry; segmentation and its types; positioning; marketing mix 8Ps; packaging; programming; people; partnership;
Summary/Abstract: The market segmentation together with the marketing mix utilization are playing the significant role in the tourism industry marketing and simultaneously they decide – in a relatively great scale - about the strategies implemented in tourism success or failor. Key types of frequently utilized segmentations including the description of their specific features and ways of their implementation are characterized the article. Moreover elements of the marketing mix 8Ps are explained here.

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