Balanced approach for optimizing marketing networks in tourism
Journal: Quarterly Scientific Journal "Economic Herald of the Donbas" (Vol.50, No. 4)Publication Date: 2017-12-01
Authors : Grigorova V.;
Page : 44-51
Keywords : marketing corporate networks; marketing tourism networks; optimization; balanced scorecard; marketing balanced scorecard in tourism; key performance marketing indicators for the tourism network.;
Abstract
The article links the theory of marketing networks developed in tourism with the established Balanced Scorecard approach, offering a new balanced approach for their optimization. To this end, the formulations of the marketing network theory and their specificity in the tourism sector are briefly clarified and the Marketing Balanced Scorecard in Tourism concept is introduced as an optimization tool of the operational management of these networks.
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