THE ROLE OF MARKETING CONCEPTION IN HOTEL BUSINESS

Jadranko Grgona and Anica Supic
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Jadranko Grgona: University of Zagreb
Anica Supic: ZeljezniÄ ko ugostiteljstvo, Ltd, Zagreb

Economic Thought and Practice, 2007, vol. 16, issue 1, 41-61

Abstract: By pointing out the role and meaning of marketing conception in contemporary hotel business, first of all it is necessary to put accent on basic marketing thesis as market oriented business conception. With optimal combination of elements of marketing mix, with strategic planning and organizing marketing in hotel industry, and with obligatorily implementation of some marketing functions, par marketing research, it is possible to consider in detail a role of marketing conception in hotel business. By taking into consideration particularity of hotel as one of tourist suppliers, of which it is necessary to emphasize the fact that the hotel tourist product represents amalgam of different products and services, follow also special features of marketing conception in hotel business that paper has focused on. By thinking of marketing as a process of communication on market, we consider very important also a promotional role, which, in process of deciding of demand holders, has purpose achievement goals of hotel business. As today in most of modern organized hotel businesses marketing is considered as the most successful form of business policy, discussing business decision making, we discuss decision making in the field of marketing.

Keywords: marketing conception; particularities of hotel business; strategic planning; market research (search for similar items in EconPapers)
JEL-codes: L83 M31 (search for similar items in EconPapers)
Date: 2007
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