Collaboration Is Essential In Today’S
1. Introduction
It is argued that ‘the marketing domain is intrinsically one in which collaboration is not just desirable but indispensable’. However, according to the definition made by American Marketing Association (AMA), ‘marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders’ (http://www.marketingpower.com). In the definition, collaboration is not mentioned. Hence, why collaboration is not just desirable but indispensable will be discussed and studied in this paper. Here, the author will mainly based on the Tourism Industry and discuss the argument and the relationship between collaboration and marketing. Meanwhile, in order to better understand the related theories in marketing and tourism domain, cases of collaboration in tourism will be cited.
2. Concepts of collaboration and marketing and their......
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Approximate Word Count: 3474
Approximate Pages: 14 (250 words per double-spaced page)
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