by Barbara Cox
and William Koelzer

Features:

• Specific to the hospitality industry—Types of business and types of sites provides a targeted approach to using the Internet specifically for the hospitality industry
• Principles for website and e-mail marketing—e.g. website content, appearance and organization, marketing with e-mail, e-mail mechanics and writing e-mail
• Practical examples provide real world examples to help create and build an Internet presence

Internet Marketing in Hospitality instructs and acts as a resource for effectively using the Internet as a marketing tool. This comprehensive resource provides principles for website and e-mail marketing, offers practical examples, and outlines techniques for helping visitors find and return to a given website.

Contents

1. Creating and Building an Internet Presence
   1. Hospitality Businesses on the Web
   2. Standing Out From the Crowd: Positioning, Audience, and Goals
   3. More Than a Pretty Face: Website Content
   4. Look and Feel: Site Appearance and Organization
   5. Stickiness: Online Reservations and Other Interactive Functions

2. Getting Found
   6. Getting Found: Portals, Search Engines, Directories
   7. Internet Advertising: Links, Banners, Tiles, and More
   8. Promotion and Advertising: On the Net and Off

3. E-mail Marketing
   9. E-mail Marketing
   10. E-mail Mechanics
   11. E-mail Preparation

Appendix: Resources on the Web
Glossary
Index

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