Marketing plan for the development of Nautical Port System on the Croatian Islands

Srećko Favro (HHI); Mirjana Kovačić; Zvonko Gržetić (HHI);

Godina: 2007


II Biennial International Congress (1451-5113) 9-10, Year 4. (2007); 775-783

The paper gives clear and easy to consult definitinos of marketing activities in wider terms, or promotional activities in narrower terms, which are essential to the accomplishment of marketing plan for the development of tourist ports on the Croatian islands. In that process in terms of protection of the ecosystem, the sea and marine enviroment, the construction of tourist ports should observe established requirement and measures for the protection of the sea and coastal area. New tourist ports should be built on locations which have proved to be the best solutions in terms of prodetermined criteria. The authors anlysse the main elements implying the accomplishment of marketing plan for the development of nautical port system on the Adriatic islands. They define the conception, creative solutions, feasibility programmes, and implementation, according to the defined target groups. Special consideration is given to overall activities based on the promotional mix or a blend of advertising, PR activities and events. Target groups are identified for ther diversification and specific approach and accomplishment schedule is defined. Author's systematic approach is defining the marketing plan and implementation of the marketing mix provides for the fulfilment of targeted communication and market goals.