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| Author(s): |
Jorge Aruca Miranda
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | São Paulo. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade (FEA/SBD) |
| Defense date: | 2000-05-04 |
| Examining board members: |
Marcos Cortez Campomar;
Ana Akemi Ikeda;
Beatriz Helena Gelas Lage
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| Advisor: | Marcos Cortez Campomar |
| Abstract | |
This work deals with the evolution of the concept of marketing and its application on the field of tourism, specifically on travel agencies. Considering the growing importance of tourism for Cuba and Brazil and also the scarce number of books about the theme, this work is relevant for the contribution it intends to give to the professionals that deal with travel agencies, giving a broader knowledge about the marketing practices. The development of the theoretic reference enhances the evolution of the marketing concept and following to that, the concept of tourism is discussed in a comprehensive way. In the same way are detailed the different marketing activities and their application in travel agencies. On parallel with that are presented the results of this exploratory research, which aimed to identify the marketing activities applied in travel agencies that commercialise the product of Cuban tourism. (AU) | |