Abstract
The case explores the use of internet technology as a marketing communication tool by the new management team of a medium sized hotel in Cyprus. The issues raised are typical of internet promotion in the hotel industry. The objective of the case is to acquaint the student with considerations that benefit businesses and marketers in the design, development, implementation and evaluation of a successful website, to be used as an effective online marketing communication tool.
Original language | English |
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Pages (from-to) | 381-389 |
Number of pages | 9 |
Journal | Journal for Global Business Advancement |
Volume | 1 |
Issue number | 4 |
DOIs | |
Publication status | Published - 2008 |
Keywords
- diversification
- e-promotion
- holding company
- marketing communications
- subsidiaries
- website design