Prove the Effectiveness of Direct Marketing

Kissinger, Annette
October 2000
Hospitality Upgrade;Fall2000, p1
Trade Publication
The article discusses the use of database marketing technology in proving the effectiveness of direct marketing in the hotel industry. It highlights a case study of Manhattan East Suite Hotels (MESH) which employed a marketing analysis tool to evaluate the effectiveness of their direct marketing. It notes that a database marketing technology helps the industry measure their efforts' effectiveness and learn ways to be more effective with their next marketing campaign.


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