- Tytuł:
-
Wykorzystanie instrumentów ambient marketingu w turystyce
The use of ambient marketing instruments in tourism - Autorzy:
- Marczak, Mirosław
- Powiązania:
- https://bibliotekanauki.pl/articles/464626.pdf
- Data publikacji:
- 2014
- Wydawca:
- Akademia Wychowania Fizycznego we Wrocławiu
- Tematy:
-
inteligentne otoczenie
ambient marketing
ambient media
promocja
ambient intelligence
promotion - Opis:
- Ambient marketing includes any non-standard forms of marketing that combine marketing activities within the framework of both ATL (above the line) and BTL (below the line) strategies. The paper presents its examples in the tourist branch. In particular, it characterises the varieties of non-standard marketing, such as guerilla marketing, viral marketing trendsetting, buzz marketing, e-mail marketing and marketing games. Furthermore, examples are presented of the use of non-standard promotion means by various types of entities that function in a widely understood tourist market, including local government entities (e.g. communes, districts), local tourism organizations, regional tourism organizations, national tourism organizations and various companies that provide tourist services. In the article, a research thesis is accepted that ambient marketing instruments are more frequently used in the tourist market, which is developing so dynamically, and, on many occasions, their effectiveness is considerably greater than that of traditional marketing instruments.
- Źródło:
-
Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu; 2014, 45; 130-137
0239-4375 - Pojawia się w:
- Rozprawy Naukowe Akademii Wychowania Fizycznego we Wrocławiu
- Dostawca treści:
- Biblioteka Nauki
Artykuł