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Organizing customers: Japanese travel agencies marketing on the Internet

Organizing customers: Japanese travel agencies marketing on the Internet 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png European Journal of Marketing Emerald Publishing

Organizing customers: Japanese travel agencies marketing on the Internet

European Journal of Marketing , Volume 38 (9/10): 10 – Sep 1, 2004

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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 MarketingEmerald Publishing

Published: Sep 1, 2004

Keywords: Internet marketing; Customization; Tourism management; Marketing strategy; Customer orientation; Japan

References