ICT and particularly the Internet are increasingly affecting the way firms do their b usiness. Marketing is not an exception. Web marketing is acquiring momentum even for firms with a solid tradition of off‐line marketing as their managers have realized the full potential of the World Wide Web in attracting a sub stantial amount of potential customers while keeping costs down. Overall, our findings seem to suggest that ICT (more specifically b oth the restructuring of the web site, and the introduction and effective implementation of Internet b ased revenue management techniques) did partially matter for the Premier Hotels. Indeed ICT has had a positive impact on the performance of Premier Hotels only when associated with the strategic marketing approach underlying revenue management techniques.
Does ICT really matter? Preliminary evidence from the Premier Hotels case
MARIANI, MARCELLO MARIA
2010
Abstract
ICT and particularly the Internet are increasingly affecting the way firms do their b usiness. Marketing is not an exception. Web marketing is acquiring momentum even for firms with a solid tradition of off‐line marketing as their managers have realized the full potential of the World Wide Web in attracting a sub stantial amount of potential customers while keeping costs down. Overall, our findings seem to suggest that ICT (more specifically b oth the restructuring of the web site, and the introduction and effective implementation of Internet b ased revenue management techniques) did partially matter for the Premier Hotels. Indeed ICT has had a positive impact on the performance of Premier Hotels only when associated with the strategic marketing approach underlying revenue management techniques.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
