Direct Marketing: An Imperative In Building Effective Communication In Hospitality Enterprises

The role of marketing in tourism and hospitality cannot be overemphasized due to the experience of countries with a developed sector of tourism and hospitality. Marketing, which entails the communication process with clients and the market, is very important. A form of communication aimed towards the promotion of enterprises is regarded as direct marketing. Hence, this is the subject of analysis in this paper. Direct marketing supports an enterprise in establishing closer relations, understanding, and in creating loyalty among clients. Therefore, recognizing the benefits of direct marketing is a great achievement. This is because it enables the enterprise to create a good image for its service. In addition, it also helps the enterprise, in general, to increase its awareness and in achieving better results in business

Journal of Advertising
Baek, Tae Hyun; Morimoto, Mariko
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