Marketing Communications in a Virtual Environment – Opportunities and Challenges for Companies in the Tourism Sector

Plata-Alf, Dagmara

Marketing Communications in a Virtual Environment – Opportunities and Challenges for Companies in the Tourism Sector

Pliki

Główny Plata-Alf Dagmara, Marketing Communications in a Virtual Environment – Opportunities and Challenges for Companies in the Tourism Sector.pdf (188.88 KB)

Data

2013

Autorzy

Plata-Alf, Dagmara

Wydawca

Wyższa Szkoła Biznesu - National-Louis University in Nowy Sącz

Abstrakt

The development of communication-information technology has led to the transfer of the communication process to a virtual environment influencing while at the same time providing an opportunity and a challenge for the development of marketing strategies. This article presents a literary overview aimed at clarifying key concepts and processes related to transformations in internet marketing, and systematizing definitions functioning in that field of science. As a part of the analysis, the article includes a case study of an internet marketing communication tool, and one of the major virtual tourist agents, Booking.com.

Słowa kluczowe

marketing communications, internet marketing, internet tools in marketing communications, information technology, virtual environment, Booking.com

Cytowanie

Business and non-profit organizations facing increased competition and growing customers' demands / ed. by Adam Nalepka, Anna Ujwary-Gil. Nowy Sącz : Wyższa Szkoła Biznesu - National-Louis University, cop. 2013. - S. 117-128