Strategic Marketing in Tourism
Ovidius University Annals, Economic Sciences Series,
marketing, strategy, segmentation, differentiation, positioning.
Tourism is a very dynamic economic sector because is very depended of environmental changes, especially now, when the global economy pass through successive crises. For the competitive organizations, the success means to transform their specific activity in a more market oriented business. The objectives of any organization must be fixed going from a better understanding of the markets. Strategic marketing means to know and analyze the consumers’ needs and the market which organization refers and suppose to realize some important activities, such as market segmentation, differentiation and positioning. A very important step in strategic marketing is to identify the sources of comparative and competitive advantage and to design the strategy framework.