DUGiDocsMarketing como herramienta para la gestión: el caso de la Ruta del Vino de la D.O. Empordà (Costa Brava, España) = Marketing as a tool for territorial management: the case of Emporda wine route (Costa Brava, Spain)
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The objective of this text is to present marketing
as a tool for tourist territorial management. Thus,
the article is divided into three well differentiated
sections. First, the theoretical review starts from
the most widely known and accepted theories of
marketing and comes to the current concept of
holistic marketing. Next, the second part proposes
the areas in which marketing can really be applied
as management. The third part focuses on the
case study of the Wine Route D.O. Empordà. The
research is structured as a case study that combines a bibliographic review with a purely empiricist
approach. Finally, the final recaps emphasize some
of the aspects of marketing management that the
case study confirms most clearly. This text is not
without limitations, among which we can highlight
the scarce bibliography regarding marketing as a
management tool, a gap that we intend to help narrow, although it should be considered that it is a
regional case study that others must be added in
order to achieve a true theoretical essay
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