Search results for "High Street"
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Integrated marketing communications and information and communication technology in the hotel sector: An analysis of their use and development in Dal…
2011
The concept of integrated marketing communications (IMC) has been recognized as a key factor in the marketing literature. Boosted by advancements in information and communication technology (ICT), IMC has received considerable attention during the past decade. The purpose of this research is to study in greater detail the IMC and ICT concepts in the tourism sector, specifically in hotels. The empirical study was conducted in 17 high-class hotels in Dalmatia, the largest region on the coast of Croatia. Descriptive statistics analysis showed a high degree of IMC and ICT implementation in Dalmatian first-class and luxury hotels. Moreover, the ICT application increased with the hotel category, …
Relationship benefits and costs in retailing: A cross-industry comparison
2009
Relationship marketing is based on the establishment and maintenance of continuous relationships between buyer and seller as a source of mutual benefits. Following this approach, customers' evaluations of benefits and monetary and non-monetary sacrifices derived from their relationships with the retailer are crucial for the existence of ongoing and successful relationships. Such a perception may, however, vary greatly depending on the type of service provided. In this paper, we analyse customers' assessments of the benefits and costs of their relationships with four types of retailers.