Autore
Bruni, Attilio

Titolo
Le metriche di marketing nel turismo. un'indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented
Periodico
Mercati e competitività
Anno: 2013 - Fascicolo: 2 - Pagina iniziale: 105 - Pagina finale: 129

The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess.



SICI: 1826-7386(2013)2<105:LMDMNT>2.0.ZU;2-#
Testo completo: http://www.francoangeli.it/riviste/Scheda_Rivista.aspx?IDArticolo=48791&Tipo=Articolo PDF

Esportazione dati in Refworks (solo per utenti abilitati)

Biblioteche ACNP che possiedono il periodico