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MARKETING POLICIES THROUGH THE INTERNET: THE CASE OF SKIING CENTERS IN GREECE

Georgios Tsekouropoulos (), Zacharoula Andreopoulou (), Christiana Koliouska (), Theodoros Koutroumanidis (), Christos Batzios () and Panagiotis Lefakis ()
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Georgios Tsekouropoulos: Department of Accounting, Technological Educational Institution of Thessaloniki, Greece
Zacharoula Andreopoulou: School of Forestry and Natural Environment, Aristotle University of Thessaloniki, Greece
Christiana Koliouska: School of Forestry and Natural Environment, Aristotle University of Thessaloniki, Greece
Theodoros Koutroumanidis: Department of Rural Development, Democritus University of Thrace, Greece
Christos Batzios: Department of Veterinary, Aristotle University of Thessaloniki, Greece
Panagiotis Lefakis: School of Forestry and Natural Environment, Aristotle University of Thessaloniki, Greece

Scientific Bulletin - Economic Sciences, 2012, vol. 11, issue 1, pages 66-78

Abstract: Lately, Internet constitutes a major tool for transactions in every aspect and supports innovative marketing policies. Broadband Internet has become “the key to success” for businesses, as it offers various advantages and benefits through Internet marketing (e-marketing) policies. In Greece, mountainous areas are usually covered with snow during winter months; so, skiing centers have become an important asset for winter tourism. The Internet evolution and the development of network infrastructure enhance marketing policies for winter tourism activities. This paper studies the use of marketing policies in Greek skiing centers through the Internet, such as promotional activities, website interactivity, accommodation & entertainment information, online weather forecast, guest book, etc Therefore, the paper aims to optimize and evaluate skiing centers in Greece, qualitatively and quantitatively according to e-marketing policies used as criteria, based on the multicriteria method of PROMETHEE II and further to classify them in groups. Finally we identify and describe the optimum group of skiing centers to be used as a model with enhanced customer communication services.

Keywords: marketing; marketing policy; internet; skiing centers; multicriteria analysis; Promethee II. (search for similar items in EconPapers)
JEL-codes: C65 M31 O32 (search for similar items in EconPapers)
Date: 2012
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