Wykorzystanie mailingu w branży hotelarskiej na przykładzie hoteli nadmorskich w Polsce
The application of mailing in the hotel industry on the example of coastal hotels in Poland

Summary/Abstract: The electronic mail constitutes a significant channel of communication, in both private and professional circulation. Considerable popularity of electronic correspondence, with the simultaneous development of specialized e-mail marketing tools, tends to be used more and more willingly by the business sector to maintain contact with clients, conduct image campaigns and broadly cast promotional actions. The aim of the article is to idenify the possibilites and to analyze the application of e-mailing by hotels of average and higher categories, located in the coastal recreational area (NSR) based on the author’s original research. The compilation presents theoretical issues and selected trends in the use of electronic mail for direct communication, as well as contemporary tools used for conducting marketing campaigns by the means of e-mail. Moreover, the article includes the results of the study on the subject of e-mailing activity of 100 coastal hotels.

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