Marketing 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)

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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