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Strategic Synergies and Co-marketing: A Case Study of the Airline Sector

Sotiris Varelas (), Androniki Kavoura, Apostolos Giovanis, Teresa Borges-Tiago and Flávio Tiago
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Sotiris Varelas: Neapolis University Pafos
Androniki Kavoura: University of West Attica
Apostolos Giovanis: University of West Attica
Teresa Borges-Tiago: University de Ponta Delgada, Fundaçao Gaspar Frutuoso

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 629-635 from Springer

Abstract: Abstract The research provides synergies with a comprehensive and integrated approach to the discipline of cooperation between the critical private and public sector of tourism. The research follows a modern approach to providing the necessary knowledge for the understanding of co-marketing and measuring the contribution has on revenue and profits of the destination stakeholders. Through the research we understand the dynamic and the modern way to co-create valuable innovation in the field of marketing, in the updated promotion of destinations, and other sectors such as airline enterprises. The paper highlights the modern ability to connect and promote stakeholders within an ever-growing frame of the globalized environment.

Keywords: Co-marketing; Strategic synergies; Airline sector (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_72

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