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Information and Communication Technologies in Tourism 2005 pp 371–382Cite as

An IT Approach Against Brand Positioning Confusion on Hospitality Enterprises: The Case of Greek Hotels

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Abstract

In the last two decades the view that services' positioning is different from brand positioning of products has prevailed. Specifically, service provider companies have found it more difficult to communicate brand positioning to customers in an integrated way (based on Integrated Marketing Communication principles). In the present paper, the use of Internal Marketing in Greek hospitality enterprises is investigated through empirical research. Furthermore, the extent to which specific service providing companies appear to be ready to use MIS, intranets and extranets in order to achieve the integrated way of brand positioning, is stressed.

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Author information

Authors and Affiliations

  1. Department of Business Administration, University of Macedonia, Greece

    Th. Fotiadis, Ch. Vassiliadis & E. Gkotzamanis

  2. Department of Economics, Aristotle University of Thessaloniki, Greece

    L. Hatzithomas

Authors
  1. Th. Fotiadis
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  2. Ch. Vassiliadis
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  3. L. Hatzithomas
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  4. E. Gkotzamanis
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Editor information

Editors and Affiliations

  1. School of Business and Enterprise, Queen Margaret University College, Edinburgh, Scotland, UK

    Andrew J. Frew

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© 2005 Springer-Verlag Wien

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Fotiadis, T., Vassiliadis, C., Hatzithomas, L., Gkotzamanis, E. (2005). An IT Approach Against Brand Positioning Confusion on Hospitality Enterprises: The Case of Greek Hotels. In: Frew, A.J. (eds) Information and Communication Technologies in Tourism 2005. Springer, Vienna. https://doi.org/10.1007/3-211-27283-6_34

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  • DOI: https://doi.org/10.1007/3-211-27283-6_34

  • Publisher Name: Springer, Vienna

  • Print ISBN: 978-3-211-24148-6

  • Online ISBN: 978-3-211-27283-1

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