期刊名称：Ekonomika, Journal for Economic Theory and Practice and Social Issuses
印刷版ISSN：0350-137X
电子版ISSN：2334-9190
出版年度：2014
期号：1500
页码：209-218
出版社：Society of Economists Ekonomika, Nis
摘要：In a dynamic tourism industry, the tourism market which is becoming increasingly competitive, business success of one destination directly depends upon in advance programmed objectives and ways of their implementation. Turbulent changes, tendencies and trends in the part of tourism demand and on the side of the tourism supply, as well, greatly affect business behavior and response to the tourist destination and thus require strategic marketing. However, the strategic marketing process is very complex and for its successful implementation is necessary to ensure the unity of the participants, because if it’s not provided marketing strategies won’t be properly implemented which will result in reduction of the competitiveness of tourist, profits, etc.. Key words: strategic marketing, market trends, marketing mix, analysis
