000			04262nam a22003857a 4500
003			KOHA_MİRAKIL
005			20210729163411.0
008			201006b cy ||||| |||| 00| 0 eng d
040			_aCY-NiCIU _beng _cCY-NiCIU _erda
041			_ceng
090			_aYL 1787 _bA25 2020
100	1		_aAbida, Abida
245	1	0	_aINVESTIGATION E- MARKETING STRATEGIES IN PAKISTAN HOTEL INDUSTRY/ _cAbida Abida; Supervisor: Homayoun Pasha Safavi
300			_asheets VIII, 81; _bcharts, figures, tables, _c30.5 cm _eCD
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
500			_aIncludes CD
502			_aThesis (MBA) - CYPRUS INTERNATIONAL UNIVERSITY INSTITUTE OF GRADUATE STUDIES AND RESEARCH Business Administration Department
504			_aIncludes REFERENCES: sheets 70-78
520			_aABSTRACT E-marketing is smart, systematic and highly powerful tool that have been introduced into businesses worldwide and is an innovative approach that has capacity to go beyond borders and overseas. As the whole world’s business marketing strategies have switched from conventional marketing to the e-marketing, hotels in Pakistan are also shifting their marketing department on e-marketing platforms to eliminate the communication barrier between them and their customers. It is very smart way of marketing your business and in Pakistan it is spreading at a high pace. The worldwide research studies have shown that e-marketing is beneficial in every way. But many businesses in Pakistan are hesitant to adopt e marketing despite of a cost effective solution to grow business in the world. This study investigates e – Marketing tools and strategies on the performance and growth of hotel industry in Pakistan. We have lots of contributions related to this work worldwide. But we found a gap that in Pakistan we have more space of research. The use of international e-marketing strategies for hotel industry is in increasing trend and has been used worldwide but its impacts are needed to be investigated at the individual country level, this study has overcome this gap by studying its impact in Pakistan hotel industry. By this study, new and different dimensions of international e-marketing strategies might be unfolded. The research method used in this study was the qualitative research design and in-depth semi-structured interviews were conducted. The final sample size includes the 15 standard hotels from all over the Pakistan. Data was collected from the marketing managers of sample hotels and they provided the detail information about the impacts of e-marketing strategies that they have adopted on their businesses. The findings revealed that e-marketing strategies has major role in improving business performance, business growth and hotel’s position in the market. They have potential to let the hotels to become a competition in the market and to attract more customers and attain higher customer loyalty and satisfaction. These strategies causes reduction of marketing costs through automation and it has boundless universal accessibility. They have positive impact on brand building and they increases brand awareness. It has also become evident from the findings that these strategies plays role in reaching target audience more specifically and effectively. Increase in revenue generation has also been reported. These strategies have huge impacts on accomplishing business marketing goals. Keywords: e-marketing strategies, Impacts of e-marketing, Pakistan Hotel Industry, Business performance, Customer loyalty and Satisfaction, Brand Building, Brand Awareness, Global reach, Attracting new customers, Cost reduction
650	0	0	_ae-marketing strategies
650	0	0	_aImpacts of e-marketing
650	0	0	_aPakistan Hotel Industry
650	0	0	_aBusiness performance
650	0	0	_aCustomer loyalty and Satisfaction
650	0	0	_aBrand Building
650	0	0	_aBrand Awareness
650	0	0	_aGlobal reach
650	0	0	_aAttracting new customers
650	0	0	_aCost reduction
700	1		_aSupervisor: Safavi, Homayoun Pasha _91656
942			_2ddc _cTS
999			_c141010 _d141010