Differential Pricing and Segmentation on the International Hotel

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Management Decision
Emerald Article: Differential pricing and segmentation on the Internet: the case of hotels Rama Yelkur, Maria Manuela Nêveda DaCosta

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To cite this document: Rama Yelkur, Maria Manuela Nêveda DaCosta, (2001),"Differential pricing and segmentation on the Internet: the case of hotels", Management Decision, Vol. 39 Iss: 4 pp. 252 - 262 Permanent link to this document: http://dx.doi.org/10.1108/00251740110391411 Downloaded on: 15-11-2012 References: This document contains references to 49 other documents Citations: This document has been cited by 12 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 6358 times since 2005. *

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Differential pricing and segmentation on the Internet: the case of hotels Rama Yelkur Assistant Professor of Marketing, University of Wisconsin-Eau Claire, Eau Claire, USA Maria Manuela Neveda DaCosta à Professor of Economics, University of Wisconsin-Eau Claire, Eau Claire, USA

Hotels, Service industries, Pricing, Segmentation, Loyalty, Internet

Keywords

Introduction

In the 1950s, marketers discovered that, if they gave their customers what they wanted Abstract and did it better than the competition, their In the ever-changing electronic sales grew. With the advent of the Internet, environment of the twenty-first marketers have access to the technology to century, price is one of the key customize products and communicate strategic elements that is often overlooked by firms. The paper directly with smaller target markets. The addresses differential pricing in Internet is now firmly established as a business-to-consumer electronic marketing tool. It serves as an integral part commerce, in particular of the marketing mix, serving as a digital differential pricing for hotel services sold on the Internet. distribution channel as well as an electronic Hotels are able to take advantage storefront. of differential pricing for various When a firm establishes a presence on the segments because the market for Internet, its marketing activities, including hotels can be divided into narrow...
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