CROSS-MARKETING IN THE PROMOTION OF TOURIST SERVICES
Abstract
The article considers the essence and possibility of application of marketing technologies "cross-marketing" in the promotion of tourism services. In the process, the study identified the main conditions for the use of cross-marketing in the tourism industry. Analyzed tools for cross-marketing, which include: organization of the activities of the joint discount buyers clubs; cross-promotions to increase sales volumes of produced goods and services (discounts, gift certificates, etc.); the release of a joint promotional literature; joint information stands at exhibitions; mutually beneficial projects of cultural and entertainment plan; General neighborhood or the location of retail space. In the research process identified the key stages of the implementation of cross-marketing in the process of promoting the services of the tourist enterprise: 1.screening and selection of partner organizations for the implementation of this technology; 2. informing the employees of the tourist organization of conditions for the implementation of cross-selling and promoting their effective and efficient execution of their tasks; 3. development and approval of partner organizations in terms of cross-actions; 4. the implementation of the cross-event; 5. informing about the results of the events and mistakes. In the conclusion were presented successful examples of cross-actions.
About the Authors
T. V. Perova
Minin Nizhny Novgorod State Pedagogical University
Russian Federation
Russian Federation
PhD, Аssociate professor of innovation management,
Nizhny Novgorod
O. V. Zakirovа
State Technological University
Russian Federation
Russian Federation
PhD, Associate Professor of Economics and Finance,
Yoshkar-Ola
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