Client-Oriented Approach to Managing Marketing Interaction of a Hotel

Pavlenko Iryna G. ()
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Pavlenko Iryna G.: Taurida National V. I. Vernadsky University

Business Inform, 2013, issue 9, 347_354

Abstract: The goal of the article lies in development of the system of management of relations in the market of hotel services on the basis of the client-oriented approach to managing marketing interaction. On the basis of systematisation of scientific works of scientists on marketing of services and relations between producers and consumers the article offers a model of interaction of a hotel with consumers of hotel services, builds up a context diagram of the process of interaction, provides a decomposition diagram of the process of formation of interaction of the hotel with the consumers. The article offers to conduct execution of the marketing interaction with consumers with the help of a model of strategic map of the hotel, which allows a study of internal business processes of modelling marketing interaction of a company with consumers. The prospect of further studies in this direction is determination of the system of key indicators on identification of effectiveness of marketing interaction with consumers at the stage of maintaining marketing relations of Crimean hotels in dynamics.

Keywords: management; marketing interaction; hotel; client-oriented approach (search for similar items in EconPapers)
Date: 2013
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