engleski

INFLUENCE OF GLOBALISATION ON INNOVATION OF MARKETING POLICY

Globalisation is an incentive to expansion of international trade and to the creation of a new economic system. It has initiated the standardizing of economic and political behaviour. Its impact is felt in all types of tourism operations ( the tourist economy, tehnology, culture, ecology, politics). Globalisation implies change to the tourist market aimed at adjusting to the needs of the tourist of the future. In tourism development, it is essential to optimize the marketing policy with special emphasis on the new guadelines of marketing and innovated contents. Rethinking marketing and proactive marketing are crucial to process of achieving competitive ability.

globalisation; marketing policy; strategy; competitive ability

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