APPLYING A MARKETING MIX MODEL FOR COMPETITIVE STRATEGIC MANAGEMENT

Abstract

Nowadays, strategic management is a major concern as it helps not only firms but also public organizations and entities to gain and sustain competitive advantage. An essential part of strategic management is the implementation of marketing mix that is centered on four core components, namely product, price, place and promotion. The research focus is on the strategy of the Municipality of Patra by analyzing the impact of marketing mix elements on overall satisfaction of tourists. A total of 141 responses were used through a self-administered questionnaire. A conceptual framework was derived for the literature review and tested using factor analysis and regression analysis. Findings revealed that there is a significant impact overall satisfaction of tourists by promotion activities. Based on these findings, the academic and practical implications are discussed in detail in the study