Monday, 28 July 2014

comparison of online destination marketing in china and usa

East versus West: A comparison of online destination marketing in China and the USA

  1. Joseph A. Ismail3
+Author Affiliations
  1. 1Purdue University
  2. 2Purdue Tourism and Hospitality Research Center.,
  3. 3Purdue University


The internet is playing an increasingly important role in destination marketing. To explore the current situation of online marketing in major destinations, this study compared destination marketing organisation (DMO) websites in the USA and China. By applying a modified balanced scorecard approach, website marketing strategies, web page designs, marketing information and technical qualities were evaluated. The main purpose was to determine similarities and differences among the official DMO websites in the USA and China. Four tiers of DMO websites were evaluated: state tourism offices and convention and visitors bureaus (CVBs) in the USA, and provincial and city tourism administrations in China. US DMO websites were found to be superior to those in China in terms of marketing strategies and information, and US CVB sites received the highest evaluations.
Based on the evaluation results, recommendations were made on how DMOs can improve their websites to develop them into more effective destination marketing tools.

systems and methods for online marketing

Systems and methods for online marketing and advertising on e-mail systems
US 20070038718 A1

Methods for enhancing e-mail messages to provide preview enhanced e-mail messages that allow e-mail senders to associate customized preview content related to an e-mail message, including graphical images, that can be viewed by recipients directly from an e-mail inbox listing without opening the e-mail message itself. The e-mail messages have associated preview instructions, and have a preview trigger that upon actuation opens a temporary preview window on the inbox view and displays the preview content in accordance with the preview instructions while the preview trigger is actuated. The invention is applicable to web-based e-mail systems as well as to POP-based and proprietary e-mail systems.
This application is a continuation-in-part of U.S. application Ser. No. 10/667,103, filed Sep. 17, 2003, which claims the benefit of: Provisional Application No. 60/411,836, filed Sep. 18, 2002; Provisional Application No. 60/422,293, filed Oct. 30, 2002; Provisional Application No. 60/457,407, filed Mar. 25, 2003; Provisional Application No. 60/478,212, filed Jun. 12, 2003; and Provisional Application No. 60/480,076, filed Jun. 20, 2003, the disclosures of which are all incorporated by reference herein.


The present invention relates generally to e-mail messages sent over a telecommunications network, and more specifically to the enhancement of e-mail messages to provide a preview mechanism, whereby senders of e-mail may provide special customized preview content, such as graphical messages in addition to the e-mail content.
E-mail is regarded as the Internet's first and one of its biggest applications. In 2000, International Data Corp. estimated that the average daily volume of e-mail around the world was about ten billion and will explode to thirty-five billion by 2005. Companies online and offline are finding that e-mails are a very effective and low-cost method to communicate with their customers. Unfortunately, unsolicited e-mail (SPAM or UCE) has become a big problem, and the pervasiveness of SPAM has diluted the power and effectiveness of e-mail as a means to attract, communicate with and keep customers.
Recipients of legitimate e-mail often find it difficult to sort through their e-mail messages and differentiate legitimate or commercial e-mail from e-mail that is SPAM or junk. The subject line often does not offer sufficient description of the content to adequately describe the e-mail or to entice the recipient to open it. As a result, many recipients routinely delete e-mails they are unable to identify, assuming the e-mails to be unwanted SPAM. This creates difficulties for legitimate commercial e-mail senders.
Existing e-mail implementations lack the flexibility of a creative and attractive physical “envelop” as afforded by postal mail to entice recipients to open or read the associated message. For example, envelopes of direct postal mail advertisers often contain colorful fonts and pictures to attract the user's curiosity, and catalogs also have attractive covers to give the recipients an indication of the contents. An e-mail with a subject line touting a sale on “Sears' Apostrophe” line may not mean much to recipients unfamiliar with the Apostrophe brand, whereas in a physical Sears' catalog examples of the Apostrophe line's products may be prominently displayed, prompting recipients to open and browse through the catalog.
There have been only a few examples of technology enhancements that help promotions stand out in the e-mail inbox of users. An enhancement might be in the form of a unique icon identifying the promotion as legitimate. FIG. 8 a shows an example of an MSN Featured Offers promotions e-mail sent to users of Hotmail by partners of MSN. Certain promotional e-mails 803 may have a different icon than an ordinary e-mail 802. FIG. 8 b shows an example of where users are shown a small graphic 812 to entice the user to open the associated message. However Greenmail's promotional messages are not e-mail based. Users set up an account at Greenmail and advertising messages are inserted to the users' accounts by Greenmail. Also, Greenmail's static overlay graphical approach may clutter the listing of promotions in the user's promotional folder and limit the space on the screen for listing of messages.
Microsoft Outlook (FIG. 8 c) has a static preview window 182that shows a portion of the body of the e-mail, as shown in 821. However, this often does not help a recipient understand what the e-mail is about, especially if the body of the e-mail is large. The recipient may still be required to scroll in the preview window and scan the e-mail to understand its contents. Also, the Outlook preview window may limit the space allocated to the listing of an e-mail and make reading a long list of e-mail very tedious.
It is desirable to provide e-mail methods and systems that avoid the foregoing difficulties and address these and other known problems with current e-mail advertising approaches, and it is to these ends that the present invention is directed.

Tuesday, 22 July 2014

About AMA ( American Marketing Association)

The American Marketing Association (AMA) was established in 1937 by visionaries in marketing and academia. Today, the AMA has grown to be one of the largest marketing associations in the world, with over 30,000 members who work, teach and study in the field of marketing across the globe.
As the leading organization for marketers, AMA is the trusted go-to resource for marketers and academics. We are counted on as the most credible marketing resource where our members can stay relevant with knowledge, training and tools to enhance lifelong learning and obtain valuable information and connections.
The AMA is constantly innovating and evolving, helping to shape the field as well as keep abreast of the changing global marketplace to help our members excel in their careers.
No other organization provides more ways for marketers and academics to connect with the people and resources they need to be successful.

Our Mission
The American Marketing Association is a professional association for individuals and organizations leading the practice, teaching and development of marketing knowledge worldwide.
Our principle role is to serve as a forum to connect like-minded individuals and foster knowledge sharing, provide resources, tools and training and support marketing practice and thought leadership around the globe.

Learn About MembershipFor more information on AMA membership offerings and benefits, visit our membership page or explore our Online Guide to AMA Membership Benefits.  
For international members, we offer membership dues based on a global tiered World Bank “fair pricing” policy for every country around the world. Learn more about international membership benefits today.
Explore our Group Membership program - save money on membership for 4 or more people from the same organization.  

AMA Job OpportunitiesLearn more about joining our team by visiting the AMA Careers page, home to our online employment application system.  Here you can search for open positions, create an account to apply and manage your application(s), as well as set “job alerts” so that you are among the first to know if a new position opens that matches your requirements.  We are pleased to bring these opportunities to the marketplace and hope that you take a moment to explore the possibilities!