期刊名称：Annals of Dunărea de Jos University. Fascicle I : Economics and Applied Informatics
印刷版ISSN：1584-0409
出版年度：2015
期号：2
出版社：Dunarea de Jos University of Galati
摘要：No-one would doubt that hotel business owners are operating in dynamic and challenging times. The frameworks strategic marketers once used are also evolving embracing some of the changes in today's technology and environment. Recently, Chairman and CEO of Ogilvy One Worldwide, Brian Fetherstonhaugh, advocated the replacement of the traditional marketing mix – known as the "4 P's" with a modern day version – the "4 E's". Acknowledging these changes, the new mix elements should be integrated into marketing plans for more comprehensive and appropriate strategy development which can contribute to diminish the risks in hotels contemporary economy. Some inno vative travel programs will be presented to better illustrate this issue
关键词：Marketing mix; 4 E's; Hotel ; ; business; Travel programmes
