Allocating a promotional budget

Rita, P. and Moutinho, L. (1992) Allocating a promotional budget. International Journal of Contemporary Hospitality Management, 4(3), pp. 3-8. (doi:10.1108/09596119210014192)

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Describes a preliminary model for assisting national tourism organizations (NTOs) in the allocation of promotional budgets to international travel markets so as to optimize their marketing objectives. The model (TOUREX) is a knowledge-based system. Discusses findings (that allow enhancement and refining of the model) from in-depth interviews conducted with 12 European NTOs as part of a wider study both to improve the model and expand the knowledge base.

Item Type:Articles
Glasgow Author(s) Enlighten ID:Moutinho, Professor Luiz
Authors: Rita, P., and Moutinho, L.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Journal of Contemporary Hospitality Management

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