... businesses, requires a need to create customer value and satisfaction. Marketing (in brief) is about identifying and satisfying consumer needs at a profitable level. Part of this process is creating a suitable marketing mix that can be used to its fullest potential (by giving you a competitive advantage), which commonly comprises of product, price, place, and promotion. Of course, there is a lot more to explain about marketing, but the main focus of this essay is to look at IT with tourism marketing. "Quality is critical for competitive success. The potential of IT to improve the quality of travel and tourism services is currently under-exploited" (Poon, 1993). However, companies do recognise that they can develop an effective competitive strategy by lowering distribution costs and improving the service provided. A review of the emergence of IT and its importance follows. IT has changed the way in which the industry works but has ...

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