Spain: Everything under the sun

Date of publication: May 4, 1988


This paper explains the information system used in devising the marketing plan for Spanish tourism and adjusting the global marketing strategy to meet future needs. Because the objectives of the marketing plan for Spanish tourism were to: design a global strategy which would make it possible to set priorities for resources and markets, devise the marketing-mix strategies and plans for action, establish a system for allocating funds for promotional activities, we considered it essential to develop an information system which would permit us to meet these objectives.

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