INNOVATIVE ALTERNATIVES OF MARKETING COMMUNICATION AND SALES SUPPORT OF PRODUCTS AND SERVICES
INNOVATIVE ALTERNATIVES OF MARKETING COMMUNICATION AND SALES SUPPORT OF PRODUCTS AND SERVICES

Author(s): Radka Vaníčková
Subject(s): Economy, Marketing / Advertising, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism;innovation of product and services;marketing of services;marketing communication tools;sales support;
Summary/Abstract: This chapter analyses and judges the up-to-date condition of provided products and servicesfor the purpose of innovating existing product according to current trends, potential of givenlocality and customers preferences which influence attractivity, increase of turnout and amount ofprofits. The analytic part of the chapter is focused on defining tourism, product of tourism, historicalmonument objects and services marketing. In the practical part of the chapter there was formulatedthe analysis of provided basic, special and supplementary services and marketing of servicesin chosen destination in the Czech Republic through questionnaire survey. Using observing andcontrolled interviews with employees of the company the satisfaction of staff was monitored and theconcept of proposals and recommendations for new service was made. The empirical generalizationof knowledge which is described in the final part of the chapter helped to improve current stateof provided services and products with the accent of creating innovative proposal of new service inthe area of marketing communication and selling support of offered products and services.

• Details
• Contents