Database Marketing: A Potent Tool for Hospitality Marketers

Authors

Karl J. Mayer, University of Nevada, Las VegasFollow
Richard S. Lapidus, University of Nevada, Las VegasFollow

Program Web Address

www.unlv.edu/hote

Abstract

Nearly every industry, including hospitality, has adopted database marketing techniques. Why have they become so popular and what advantages do they offer for hospitality companies? The authors examine these issues.

Recommended Citation

Mayer, Karl J. and Lapidus, Richard S. (1998) "Database Marketing: A Potent Tool for Hospitality Marketers," Hospitality Review: Vol. 16: Iss. 1, Article 6.
Available at: https://digitalcommons.fiu.edu/hospitalityreview/vol16/iss1/6