3rd International Thematic Monograph – Modern Management Tools and Economy of Tourism Sector in Present Era

INNOVATIVE ALTERNATIVES OF MARKETING COMMUNICATION AND SALES SUPPORT OF PRODUCTS AND SERVICES 

Radka Vaníčková,  PhD, Assistant Professor, Personal Specialist
The Institute of Technology and Business in České Budějovice, Faculty of Corporate Strategy, Department of Management, Nemanická 426/7, 370 10 České Budějovice, Czech Republic

DOI: https://doi.org/10.31410/tmt.2018.31

Abstract:  This chapter analyses and judges the up-to-date condition of provided products and services for the purpose of innovating existing product according to current trends, potential of given locality and customers preferences which influence attractivity, increase of turnout and amount of profits. The analytic part of the chapter is focused on defining tourism, product of tourism, historical monument objects and services marketing. In the practical part of the chapter there was formulated the analysis of provided basic, special and supplementary services and marketing of services in chosen destination in the Czech Republic through questionnaire survey. Using observing and controlled interviews with employees of the company the satisfaction of staff was monitored and the concept of proposals and recommendations for new service was made. The empirical generalization of knowledge which is described in the final part of the chapter helped to improve current state of provided services and products with the accent of creating innovative proposal of new service in the area of marketing communication and selling support of offered products and services. 
 
Keywords: Tourism, innovation of product and services, marketing of services, marketing commu-nication tools, sales support.

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