DIAGNÓSTICO Y PROPUESTA DE PROCEDIMIENTO PARA LA AUDITORÍA DE GESTIÓN DEL MARKETING EN ENTIDADES TURÍSTICAS CUBANAS

Abstract

Today’s Business World takes new challenges. Cuba is not far from those challenges and tourism companies are also involved in such turmoil. These new changes brought about an evolution in life styles, which forces the identification of new behaviors and consume habits, international markets new trends and the definition of new segments. This way marketing management becomes an indispensable requirement for any enterprise which needs to survive today in a competitive world. A useful tool for this is the marketing management audit, however it constitutes one of the less known and less applied in the tourism field in Cuba, which is why this investigation has taken as its main objective the elaboration of a procedure to apply a marketing management audit adapted to the tourist enterprise conditions in Cuba . Key