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- W2083017891 abstract "The paper deals with marketing metrics in the tourism industry, where managerial and marketing practices - such as those related to marketing metrics - still need largely to be improved. The study describes the results of an explorative research carried out on a sample of tourism companies managers, with the aim of identifying the current trends in marketing metrics, either at general or at industry-specific level. From such analysis guidelines to improve business processes are derived. The results highlight the presence of informal and unstructured practices. Nonetheless the findings show that companies are increasingly recognizing the importance of measurement, either from managerial or competitive perspectives. As a consequence, marketing metrics are gaining increasing importance in companies managerial processess. Il paper affronta il tema delle metriche di marketing nel turismo, settore ancora lungi dall’aver completato un percorso di maturazione della cultura manageriale specifica. Lo studio presenta i risultati di una ricerca esplorativa condotta su professionisti del settore, con lo scopo di rappresentare le tendenze in atto sull’uso delle metriche di marketing, generali e industry-specific, ed evincerne le linee guida per il miglioramento dei processi gestionali. La ricerca descrive un quadro settoriale ancora legato a prassi gestionali empiriche e destrutturate nel quale comunque le imprese tendono a riconoscere gradualmente, ma estesamente, il valore gestionale e competitivo della misurazione. Di qui il riconoscimento di un’importanza crescente alle metriche di marketing nei propri iter gestionali." @default.
- W2083017891 created "2016-06-24" @default.
- W2083017891 creator A5072543591 @default.
- W2083017891 date "2013-07-01" @default.
- W2083017891 modified "2023-09-25" @default.
- W2083017891 title "Le metriche di marketing nel turismo. un'indagine esplorativa sui comportamenti manageriali delle imprese turistiche profit oriented" @default.
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- W2083017891 doi "https://doi.org/10.3280/mc2013-002006" @default.
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