Open AccessThe Application of the Integrated Direct Marketing and Internet Communications in Tourism Industry
Author(s) -
Zead M. Alhawamdeh
Publication year - 2019
Publication title -
world journal of social science
Language(s) - English
Resource type - Journals
eISSN - 2329-9355
pISSN - 2329-9347
DOI - 10.5430/wjss.v6n2p26
Subject(s) - direct marketing , digital marketing , the internet , business , marketing , marketing research , key (lock) , relationship marketing , return on marketing investment , database transaction , marketing strategy , integrated marketing communications , business marketing , marketing management , advertising , computer science , world wide web , computer security , programming language
This research involves a number of key connotations, namely Internet marketing, marketing communications, theelements of direct marketing, Web sites, as well as lodges.The technique in which these key terms have been defined for the tendency of this study is considered below.The study considers direct marketing to be: “…a system of marketing by which organizations communicate directlywith target customers to generate a response or transaction”. This response may take the form of an inquiry, apurchase, or some other form of action on the part of the targeted recipient category (Belch & Belch, 2004).Internet marketing can be expounded and described in a number of ways. This study employed the definition byImber and Betsy-Ann (in Ngai, 2003:24) who define Internet marketing as: “…the process of building andmaintaining customer relationships through online activities to help and simplify the exchange of ideas, products andservices that satisfy the goals of both buyers and sellers”.