دور الابتكار التسويقي في إدارة العلاقة مع الزبون/الضيف دراسة تطبيقية لعينة من الشركات السياحية في بغداد

	دور الابتكار التسويقي في إدارة العلاقة مع الزبون/الضيف دراسة تطبيقية لعينة من الشركات السياحية في بغداد
Baghdad College of Economic sciences University
Article 1, Volume 0, Issue 50, 2018, Pages 331-354
Abstract
The innovation in the global business necessity sought by institutions and are racing to enter the top of the market shares in the sharp competitive environment, and then comes the role of innovation and marketing to be a level equal to the challenge and harmonious with creativity and innovation into marketing efforts through the creation of an integrated marketing mix and do innovative marketing activities contribute to the progress of the performance of the organization as best they could affect the nature of the relationship management with customers / guests and pass the tourists in their consumption of tourism services expectations and then offset the added value required value by tourists, which lies in the details of tourist services provided, and therefore came Search to reveal aspects the relationship between the state of innovation catalog of tourist Foundation and its relationship with the Customer Relationship Management / guests. The problem of the research highlights the differences in appreciation of the role of innovation catalog in Keywords administration with Aalsbon / guest because of their great importance in promoting the brand and competitive position and then a reflection of that in the interaction of social, economic and cultural exchanges and other operations, and highlights the importance of research through dealing with the subject of innovation catalog and its role in the development of a particular style of slide sustainable relations and target markets, the study aims to identify the associated innovation catalog of tourist services provided relations and its role in building profitable relationships with customers / guests and analyzed logically, and the researcher through compatibility tests to test hypotheses for research
Keywords
Basic technical terms of tourism; marketing innovation; Service; management of customer

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