Path to expansion takes in every corner of world

Citation

(2011), "Path to expansion takes in every corner of world", Strategic Direction, Vol. 27 No. 5. https://doi.org/10.1108/sd.2011.05627ead.007

Path to expansion takes in every corner of world

Article Type: Abstracts From: Strategic Direction, Volume 27, Issue 5

Costa M. and , Warne rA. Marketing Week, November 2010, Vol. 33 No. 48, Start page: 28, No. of pages: 2

Reports an interview with Andrew Warner, Expedia’s senior marketing director for EMEA on how the online travel brand is restructuring its operations to take advantage of the market’s global growth and other future plans. Sets out the marketers’ replies to the questions put by Marketing Week magazine which comprised: you joined Expedia in March 2010 from LG Electronics, what changes have you made in that time; since in October 2010, Expedia announced that it was going to re-tender its advertising agency business across Europe, what are you looking for from the successful candidates; what sort of initiatives are you working on to move the business forward in 2011; how will you serve those individual customer segments that your research has highlighted; will the Expedia brand need to be revitalized further as you highlight your new offerings; is it becoming more difficult to differentiate with the rapid expansion of the online travel market in the past two years; how will you be pushing the brand outside the UK in order to continue Expedia’s expansion; does being a digital brand make the business more adept at developing a digital communications strategy to keep ahead of the competition; will Expedia follow the trend of brands becoming content providers; how does Expedia work with its sister brands such as TripAdvisor and Hotels.com across all of the regions; how has recent negative press around TripAdvisor and the validity of online reviews affected what customers think of your brand; and what are the advantages of marketing an online brand compared with a physical product. Article type: Viewpoint ISSN: 0141-9285 Reference: 40AB020

Keywords: Brand management, Marketing planning, Marketing strategy, Organizations, Travel, United Kingdom