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Abstract: Dynamic and rapid development of a whole new dimension to the key areas of
Internet technology and marketing opportunities marketing such as market research,
provided by modern digital technology, enabled the
radical change in traditional marketing activities and
analyzing consumer behavior, management
opened the space for the development of Internet of a marketing network and measurement of
marketing. Internet marketing has become an the effectiveness of marketing activities.
inevitable trend in the business, and its benefits are Internet ceased to be only a part of the
recognized by many businesses, regardless of their tactical marketing management and there
economic activity, with the aim of achieving better
business results. Representatives of the hospitality
was a necessity for holistic management of
and tourism demand (potential users of services and activities in Internet marketing at the level
products) are more frequently and increasingly of all elements of the marketing network. A
getting their information on offers through the holistic approach to Internet marketing and
Internet, and the marketing presentation of the its inclusion in the marketing strategy
overall offer via the Internet is becoming an
increasingly important success factor of each hotel
contributes significantly to the success of
as a business system. This paper analyzes the basic marketing activities in the electronic
determinants of Internet marketing and the role and environment.
importance of Internet marketing in modern hotel
business.
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(JPMNT) Journal of Process Management – New Technologies, International
Vol. 3, No. 3, 2015.
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