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Application of marketing information system in the process of destination branding strategic plan development
Journal: Economics Bulletin of The National Mining University (Vol.44, No. 44)Publication Date: 2013-11-03
Authors : Romanova A. A.;
Page : 127-132
Keywords : territory branding; marketing information system; marketing research; marketing intelligence; regional benchmarking; focus group; personal interview; SWOT-analysis;
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Abstract
The problems and perspectives of marketing information system usage in the development of strategies of territory branding are considered. The main four stages of analysis of marketing potential of the territory are suggested and defined. The structure of marketing research which should be used to analyze the marketing potential of the territory is submitted.
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