Task: Answer the following theory questions covering three topics from the Roberts and Zahay text as a
starting point to your research.
Answers are to cover theory and to be supported by contemporary examples to demonstrate your
understanding of the question/s asked.
1. Internet Marketing As Part of the Marketing Communications Mix
Business and marketing processes have changed in fundamental ways as a result of the Internet. Discuss in considerable depth one specific driver of this change and identify ways in which it is altering the way businesses such as hotels – conduct their daily and strategic activities.
2. Business Models and Strategies
There are various business models and strategies than can be applied to any business. Discuss the different types of models and analyse whether a hotel can have more than one business model.
3. Search Marketing:
Discuss the concept of search marketing and specifically why local search is such an important part of the life of Internet users ?