Chapter 13: Designing marketing channels in SMEs
A Global Perspective
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My father loved traveling, and has done it since he was very young. From his passion and a wide knowledge of cultures, destinations and countries around the world, he understood and developed the family business opportunity – a travel agency. On one of his journeys, he met my mother who was a tourist guide. Together, about 30 years ago, they started a company in a small office in the capital city selling holiday packages for different types of tourists. He was perceived as an expert with a personal approach and, through word of mouth, news about the company spread and the business developed into a medium-sized company; there were 15 offices spread across the country. Besides selling travel packages, the main revenue of the company was from the sale of airline tickets.

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