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Michael E. Ricco riccoconsulting@gmail drmer5@email.phoenix

ATME 2009 Travel Marketing Conference Las Vegas, NV: May 27-28, 2009 Partner Marketing Effectiveness in the International Travel Industry. Michael E. Ricco riccoconsulting@gmail.com drmer5@email.phoenix.edu.

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Michael E. Ricco riccoconsulting@gmail drmer5@email.phoenix

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  1. ATME 2009Travel Marketing ConferenceLas Vegas, NV: May 27-28, 2009Partner Marketing Effectivenessin the International Travel Industry Michael E. Ricco riccoconsulting@gmail.com drmer5@email.phoenix.edu

  2. 21st Century Inter-organizational Collaboration Success and Dedicated Alliance Functions

  3. The Problem U.S. international inbound context: • U.S. share of global travelers continues to decline • Impact on employment, industry income, tax receipts • “Competitiveness compounding” aspect

  4. Solutions • Economic environments • Linking consumer interests/behaviors with product/experience value • Marketing strategies/tactics - Individual firm - Comparative destination attractiveness - Industry marketing collaboration

  5. Marketing Collaboration • Heightened need and importance across international borders • Marketing environment considerations • The evolving organization and marketing context • Marketing performance expectations

  6. Collaboration Effectiveness Metrics • Financial • Resource access • Marketing • Competitiveness • Relational abilities • …..Overall

  7. Dedicated Alliance Function • What is it? • Is it important? • Does it impact results?

  8. Dedicated Alliance Function • Communication skills • Learning • Project management • Cultural sensitivity • Execution capabilities • Technology integration • Training • Integration • Partner selection • Monitoring • Conflict management • Ethical integration • Accountability

  9. How you partner, is as important as why you partner.

  10. Preliminary Pilot Study • Reduction in metrics. • DAF vs. non-DAF percentage of successful collaborations. • Level of DAF experience: outcomes. • Non-DAF’s: narrower scope of objectives/metrics.

  11. Study Outcomes • What are the partner marketing effectiveness metrics? • How do those metrics rank in use? • Compare and contrast collaborative success. • Updated model for collaboration? • Marketing leadership implications.

  12. Please participate in the survey!Thank you!!!

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