search query: @indexterm ELECTRONIC MAIL / total: 76
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| Author: | Magnini, V.P. Honeycutt, E.D.Jr. |
| Title: | Use of e-mail signature files in the hotel industry |
| Journal: | Cornell hospitality quarterly: hospitality leadership through learning
2009 : NOV, VOL. 50:4 p. 510-519 |
| Index terms: | electronic mail marketing |
| Freeterms: | hotel industry brand equity signature files |
| Language: | eng |
| Abstract: | The article discusses the use of signature files in the hotel industry. Hotels could include marketing messages in their e-mail signature files, but only fewer than half of the 392 hotels studied utilized this opportunity. The article argues that it would be appropriate to include marketing messages in the e-mail signature file, since the prospective customer has contacted the hotel for information on their services. Furthermore, adding a signature file costs nothing and can be used to build brand identity. |
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