Subject: Electronic Marketing (e-Marketing) Question Shen (2015) provides insight into examples of critical success factors for hotels. These critical factors (see Figure 1 on the next page) make a relevant and insightful starting point for discussing the relationship between Electronic Marketing (e-Marketing) initiatives and factors that might be impacted by an organisation’s broader marketing strategies and business modelling. • Select a minimum of 3 critical success factors (from Figure 1) and apply them to the hotel of your choice. • You are to complete a report that will analyse the relationship between a hotel’s e-Marketing initiatives and factors that relate to broader marketing and business strategies / models. • In your report, provide a brief overview of your chosen hotel and the industry in general that it operates within. The following questions should be addressed in the body of the report: i) Evaluate eMarketing initiatives that would complement your choice of critical success factors? ii) Analyse how your selection of eMarketing initiatives vary from one critical success factor to the next? iii) Critique how might the wrong or ineffective eMarketing initiative(s) undermine your selection of critical success factors? For example, if one of your critical success factors was product quality would selecting an unsuitable eMarketing initiative lead to cost over-runs and impact customer purchasing requirements? Please note, that figure 1 can be applied to restaurants and other service providers. By no means are the choice of organisations from these industries to be excluded. Figure 1 critical success factors for hotels Reprinted from Critical Success Factors for Leading Hotel Brands in Asia: A Case Study of Banyan Tree by H. Shen, 2015, International Journal of Marketing Studies, 7(3), p. 21. Copyright 2015 by the Canadian Center of Science and Education. Adapted with permission. Points to be noted: • must refer, in text, to academic and professional articles, plus others as required, in order to show competency in the assessments. A reasonable number for a Master’s program would be 20 (with at least 10 being academic journals). • All referencing must be in accordance with APA 6th Edition Referencing. It is report writing so this should be in the following format:  Executive summary  Table of contents  Introduction  Body  Conclusion  Recommendation  Reference Kindly include this reference as well: Butow, E., & Bollwitt, R. (2012). Blogging to create business: create and maintain valuable customer connections (2nd rev. ed.). Upper Saddle River, NJ: Pearson Education. Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston. K. (2009). Internet marketing: strategy implementation and practice. Harlow, UK: Pearson Education. Chaffey, D. (2012). Total e-mail marketing: maximizing Your Results from Integrated E-marketing (2nd e.d). Oxford, UK: Taylor & Francis. Parker, C. (2010). 301 ways to use social media to boost your marketing. New York, NY: McGraw Hill. Roberts, M., & Zahay, .D (2013). Internet Marketing: Integrating Online and Offline Strategies (3rd ed.). Mason, OH: South Western Cengage Learning. Strauss, J. & Frost, R. (2011). E-marketing (7th ed.). Prentice Hall, Upper Saddle River, NJ: Pearson. Journal Cornell Hospitality Quarterly Harvard Business Review International Journal of Hospitality Management Journal of World Busines