Search results for "integrirana marketinška komunikacija"

Integrirana marketinška komunikacija u visoko kategoriziranim hotelima Dalmacije: istraživanje iz perspektive menadžera i gostiju

2012

Although the implementation of Integrated Marketing Communications (IMC) has been studied in different contexts and countries all over the world, further contributions are needed to consolidate the concept. Little research has been done on the integration of marketing communications in tourism-related sectors. Moreover, previous studies have focused mainly on managers’ opinions while overlooking consumers’ perceptions of IMC. The purpose of this research is to study in greater detail the IMC concept in the tourism sector, specifically in the hotels of Central and Southern Dalmatia, from a double perspective: managers-guests. Therefore, managers of 15 high-quality hotels and 118 guests were …