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In this paper the author analyzed the level of application of marketing management in the process of branding of tourist destination Montenegro by applying scientific methods. Of particular importance is the study and application of marketing management in tourism through the literature review as a theoretical basis of this scientific work. The research part of the scientific work starts with the general hypothesis: The level of application of the concept of marketing management essentially determines the possibility of branding a tourist destination such as Montenegro. The research is further complemented by testing of individual hypotheses. The subject of the research is contained in the analysis of the level of application of marketing management in the tourism sector. The aim of the scientific work was to determine, by applaying scientific methods through empirical research, attitudes about the level of application of marketing management in hotel companies, catering and travel agencies. The results obtained by the research in the concluding observations were presented through the drawing of a general conclusion, which once again highlighted the benefits of applying marketing management in the tourism sector and tourism companies which 1 jovanrabren@gmail.com

The level of concept implementation of marketing management in the development of tourist brand destination of Montenegro