Marketing Alliances in the Tourism and Services Industries: Contemporary Strategic Alternative of the Companies

Author: Assoc. Prof. Dr. Lina Anastassova (Burgas Free University)

Keywords: marketing alliance, tourism industry, strategic partnership.

The paper examines the essence of the marketing alliances as a new market alternative with strategic aims for the companies, the factors for their building and the reasons for the lack of success of some of them. The second part of the paper discusses the different types of alliances in the tourism industry and their goals and draws conclusions for successful building and development of alliances in the tourism and services industries.
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