TITLE

Prove the Effectiveness of Direct Marketing

AUTHOR(S)
Kissinger, Annette
PUB. DATE
October 2000
SOURCE
Hospitality Upgrade;Fall2000, p1
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
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.
ACCESSION #
62828166

 

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