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- Publisher
- Emerald Publishing
- Copyright
- Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
- ISSN
- 0309-0566
- DOI
- 10.1108/03090560410548988
- Publisher site
- See Article on Publisher Site
Abstract
This paper argues that organizing customers is an essential marketing element on the Internet. Through examining Internet marketing activities of three major Japanese travel agencies – JTB, Nippon Travel Agency and Kinki‐Nippon Tourist – by a case approach, the paper discusses the reasons why companies are organizing customers and advantages of such strategy. It also explores what is required to organize customers on the Internet and how to offer customized products and services on the Web site. In addition, the changes in the marketing process caused by organizing customers are discussed.
Journal
European Journal of Marketing – Emerald Publishing
Published: Sep 1, 2004
Keywords: Internet marketing; Customization; Tourism management; Marketing strategy; Customer orientation; Japan