Digital Marketing Communication in the Tourism Industry : A Tool for Customer Acquisition

ISBN-13: 9783639105797 / Angielski / Miękka / 2009 / 68 str.

Florian Schwarz

Opis

This text sets forth the strengths and challenges ofdigital marketing for the tourism industry, by addressing newapproaches to customer acquisition. It covers the most common methods forestablishing an effective online presence, and contrasts these withcurrent trends as well as the future outlook of internet marketing asit continues to bridge ever greater geographical distances andtransform the conventional roles of market and customer. The newrealities of the online sphere enable marketers to precisely measurethe effectiveness of digital advertising campaigns.

O autorze

Florian Schwarz received his B.Sc. in Tourism Management from the
Free University of
Bolzano in Italy. He works in the luxury hospitality and
entertainment industry in
Frankfurt, Germany. Mr. Schwarz previously worked in online
media planning with the
WPP Group in New York, working on accounts such as Reebok, Diageo
and Warner
Brothers.