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Marketing Communication of Domestic Hotel Organization

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  • Mihailovic, Branko
  • Simonovic, Zoran
  • Curcic, Nikola

Abstract

The paper examines the possibilities, principles and effects of marketing communication in the hotel industry in Serbia. Consequently, the focus on the analysis is: trends in hotel industry and catering for Serbia, legal framework for marketing communication, public relations, direct marketing and promotional sales, as well as management of relations with service users. Marketing communication with the hotel industry is special and adapted to the needs of the tourist industry. In hotels where the marketing concept of service users is fully implemented, not only is the marketing department concerned, but all employees. Namely, the hotel’s business aims to establish relationships of between customers, increase their satisfaction, change the structure of costs of time, build greater loyalty to customers, and ultimately improve the performance by increasing the hotel’s business income.

Suggested Citation

  • Mihailovic, Branko & Simonovic, Zoran & Curcic, Nikola, 2017. "Marketing Communication of Domestic Hotel Organization," Ekonomika, Journal for Economic Theory and Practice and Social Issues, Society of Economists Ekonomika, Nis, Serbia, vol. 63(4), December.
    • Handle: RePEc:ags:sereko:290339
    DOI: 10.22004/ag.econ.290339
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    Keywords

    Marketing;

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