Ludmiła Szulgina

Cooperation marketing as the latest marketing concept of travel agencies of Ukraine

The article envisages the results of theoretical studies of the marketing idea. There is an examination of general conditions, which facilitated marketing to spread within Ukrainian tourism. It is established that the most advanced idea of tourist marketing, being result of a relations marketing, is a cooperation marketing. In tourism, there are three levels of system of the cooperation marketing which were described.

The idea of the cooperation marketing declares more tight links between all participants to process of creation, sale and purchase of the tourist product in comparison with other approaches; thus, its introduction requires the most precise choice of partners, deep understanding of their expectations with respect to marketing package and specifics of its elements.

Introduction of the idea of the cooperation marketing to a travel agency rests on a systematic approach providing a harmony between strategic level of the system (i.e. mission, idea and strategy of enterprises, their corporate culture and specifics of resource potential) and its introduction level (including choice of methods of employment, preparation, motivation, organization and remuneration of the stuff; tactics of program of the cooperation marketing with respect to clients, partners etc.).

Streszczenie

W artykule przedstawiono rezultaty teoretycznych badań ewolucji koncepcji marketingu. Przeanalizowano ogólne warunki, które przyczyniły się do rozpowszechniania marketingu w ukraińskiej turystyce. Ustalono, że najnowocześniejszą koncepcją marketingu w turystyce Ukrainy, która pojawiła się na gruncie marketingu relacji, jest marketing współpracy. Opisano trzy poziomy struktury marketingu współpracy w turystyce Ukrainy.