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Historically, the Stayrite Hotel has produced a promotional leaflet at the start of each season which it sends out to all guests or prospective guests. However, the hotel's marketing manager is keen to increase the amount of online marketing (e-marketing) the hotel does. He argues that this would allow specific material to be sent to specific market segments, instead of sending a single message to everyone. Which of the 6 Is of e-marketing is the marketing manager's approach best describing? A. Individualisation B. Intelligence C. Integration D. Interactivity |