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Organizing customers: Japanese travel agencies marketing on the Internet

Zhongmin Zhang (University of Wollongong, Wollongong, Australia)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 September 2004



This paper argues that organizing customers is an essential marketing element on the Internet. Through examining Internet marketing activities of three major Japanese travel agencies – JTB, Nippon Travel Agency and Kinki‐Nippon Tourist – by a case approach, the paper discusses the reasons why companies are organizing customers and advantages of such strategy. It also explores what is required to organize customers on the Internet and how to offer customized products and services on the Web site. In addition, the changes in the marketing process caused by organizing customers are discussed.



Zhang, Z. (2004), "Organizing customers: Japanese travel agencies marketing on the Internet", European Journal of Marketing, Vol. 38 No. 9/10, pp. 1294-1303.



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Copyright © 2004, Emerald Group Publishing Limited

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