Marketing philosophies - Evidence from Turkey
Yükleniyor...
Tarih
2008
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Pergamon-Elsevier Science Ltd
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
This paper provides empirical evidence of the application of various marketing management philosophies by tourism organizations in Turkey. Those studied had the greatest tendency toward product-oriented marketing and the least orientation toward societal marketing. The findings reveal that competency, availability of financial resources, and characteristics of the country's business environment influence the application of marketing management philosophies in organizations. A deeper analysis of the internal and external environments is thus essential to understanding the challenges in following more customer-oriented and societal considerations at a destination. This paper discusses whether marketing practices developed in Western countries can be applied in a developing country and why organizations in such countries may fail to practice these marketing practices.
Açıklama
Anahtar Kelimeler
marketing, philosophies, developing countries, Turkey
Kaynak
Annals of Tourism Research
WoS Q Değeri
Q2
Scopus Q Değeri
Q1
Cilt
35
Sayı
1
