Marketing management research in Serbian hotels

• Main Authors: Dragiša Radojković, Janko Cvijanović, Gordana Stanojević
• Format: Article
• Language: English
• Published: University of Kragujevac, Faculty of Hotel Management and Tourism in Vrnjačka Banja 2014-12-01
• Series: Mенаџмент у хотелијерству и туризму
• Subjects: marketing; conceptual model; income; leadership position
• Online Access: http://www.hit-vb.kg.ac.rs/htmanagement/index.php/HITM/article/view/84

This paper analyzes the revenues of individual hotels annually, and prices hotel services. It is evident that many hotels have a drop in income and that it demands expert analysis in order to improve their business. This study highlighted the importance of applying marketing philosophy in the development of tourism and marketing plan as the basis for a successful business. Application of marketing philosophy as a modern management concept is presented for the conceptual model of marketing. Marketing orientation and implementation of strategic marketing management in the hotel industry is new in the service industry and provides a strong basis for identifying market requirements, analyzing the position in a real environment and finding ways to achieve the set goals. Marketing business concept means that the product is created according to the clients' needs, taking into account that they are happy with the service, and not just the mere users.