MANAGEMENT OF SERVICE MARKETING: A PERSPECTIVE OF MODERN TOURISM SECTOR
MANAGEMENT OF SERVICE MARKETING: A PERSPECTIVE OF MODERN TOURISM SECTOR

Author(s): Branko Mihailović, Vesna Ž. Popović
Subject(s): Marketing / Advertising, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Management; marketing; tourism sector; services; marketing relationship;
Summary/Abstract: In this paper we will research the management of service marketing in modern tourism sector. The tourism market is an extremely dynamic and open system. Aiming to form and maintain long-term relation, the marketing of relations has to understand the users’ expectations, to get familiar with the user, to evaluate service processes, to get a real assessment of service quality and to manage adequately with relations. This is achieved through the interaction or active participation of all partici-pants in the market, as well as by interacting with many other disciplines from which the tourism market collects and provides information.

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