Dr. Alessandro Inversini is Associate Professor in Marketing at Ecole hoteliere de Lausanne, Switzerland (University of Applied Sciences- University of Western Switzerland) where he teaches International Services Marketing and Digital Marketing. Dr. Inversini is expert in marketing communication, digital communication and digital marketing with extensive academic and industry experience.
Generating a proper understanding of data with the aim of orienting the future of the business is paramount for gaining competitive advantage and superior customer value, write Alessandro Inversini and Meng-Mei Chen of the Ecole hôtelière de Lausanne.
Most social media campaigns designed to engage with customers are unsuccessful, write Alessandro Inversini and Hilary Catherine Murphy, both of the Ecole hôtelière de Lausanne, failing to generate brand awareness and, in most of the cases, any financial return on the investment.
On many aspects, I am offering a better product and value for my customers, but I am not seeing any increase in results. How can I stand out from my competitors?
After the recent acquisition of HotelTonight, If there were any doubt as to Airbnb's true intentions of entering the OTA space and start aggressively competing with online travel agency giants such as Booking Holdings and Expedia, they need to be laid to rest immediately.
