Online relationship marketing development in hospitality industry: Case of 4 and 5-star hotels in Russia and Austria

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Relationship marketing has gained significant consideration is hospitality industry as relationship with customers is crucial for this industry. Due to the growing internet popularity hoteliers are understanding high importance of online communication channels and make substantial investments in its development. This book presents results of an empirical research in online relationship marketing development in hospitality industry. The researches in this topic are not that numerous and in majority authors do cover separate elements of online RM. And there is still no works presenting holistic view of the whole scope of online relationship marketing elements in hospitality industry which is exactly the goal we set for this book.

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