Internet for Marketing Products/Service: Case of Star-rated Hotels in Addis Ababa.
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Date
2008-07
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A.A.U
Abstract
The Internet has increasingly become a popular medium for marketing. This paper
attempted to assess and investigate the level of the use of Internet, the potentials of the
Internet for marketing Ethiopian hotels products/ services and the constraints on the full
realization of such potential. The study used both primary and secondary data to gather
information from key Informants in the Hotel Industry. An observation of the websites of
the selected hotels on the study is also used as another means of data gathering.
The study then analyzed the data gathered to provide a meaningful interpretation and to
come up with practical applications of use of the Internet for marketing Products/ services
and also to help marketing managers in such organizations to devise their strategy in
accordance with the findings.
The paper also provides an insight on the level of the Internet usage in the Ethiopian hotel
Industry and concludes by recommending suggestions on how to efficiently and effectively
utilize the Internet under the constraints.
Description
Keywords
Marketing products, Service Case