THE IMPORTANCE OF MARKETING COMMUNICATION IN THE TOURISTIC NEGOTIATION

Mihali Ana Maria ()
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Mihali Ana Maria: Faculty of Marketing and International Affairs, Spiru Haret University

Annals of Spiru Haret University, Economic Series, 2014, vol. 5, issue 2, 27-34

Abstract: The article deals with a complex and original field of analysis – the role that promotional communication can have within the commercial negotiation process between tour-operating agencies and hotels. In a business world dominated by competitiveness, every method regarding the optimization of the negotiation process is welcomed from the point of view of modern organizations. Therefore, the present research finds its utility through its scope – measuring the impact of marketing communication upon the stages of the negotiation process in the field of touristic services. I propose a series of factors - variables that influence the different stages of negotiation, and analyse their importance into the context. The research conclusions reveal the fact that some correlations can be outlined between the different aspects of the negotiation process and the promotional communications of the two parties involved. Also, a very interesting path for further research is represented by the effect that the correlation between internal and external marketing communication can have upon the activity of the two partners in the negotiations process.

Keywords: marketing communication; negotiation process; touristic services; optimization (search for similar items in EconPapers)
JEL-codes: L83 M31 M37 (search for similar items in EconPapers)
Date: 2014
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