At the Crossroads of Marketing and Technology: Why is Distribution Important?

Green, Cindy Estis
July 2008
Hospitality Upgrade;Summer2008, p168
Trade Publication
The article discusses the significance of distribution costs to hotel industry in the U.S. It is vital to the industry because it dramatically affects the marketing function as well as the technology required to execute its marketing strategies. Studies show that distribution respond to consumer behavior, wherein it can alter or modify the way consumers go about their information gathering and booking, it also affects how it will shape, define and refine the brand image in the minds of all who are plugged in. Building out its sites with vibrant content and high level of interaction plays an important role in taking advantage of opportunities, an organization to make it happen and a technology infrastructure to sustain its presence in a dynamic and complex environment.


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