Balanced approach for optimizing marketing networks in tourism

• Published in: Економічний вісник Донбасу
• Date: 2017
• Main Author: Grigorova, V.
• Format: Article
• Language: English
• Published: Інститут економіки промисловості НАН України 2017
• Subjects: International and Regional Economics
• Online Access: https://nasplib.isofts.kiev.ua/handle/123456789/130901
• Journal Title: Digital Library of Periodicals of National Academy of Sciences of Ukraine
• Cite this: Balanced approach for optimizing marketing networks in tourism / V. Grigorova // Економічний вісник Донбасу. — 2017. — № 4 (50). — С. 44-51. — Бібліогр.: 16 назв. — англ.

The article links the theory of marketing networks developed in tourism with the established Balanced Scorecard approach, offering a new balanced approach for their optimization. To this end, the formulations of the marketing network theory and their specificity in the tourism sector are briefly cla...