American Express

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Recommended: innovation within the tourism sector

American Express began as a freight forwarding company in the 1850s, then repositioned as a travel agency, a financial and consulting services company. By recognizing that technology has changed the way people communicate and transact with one another, American Express understands the scope and role of internet technology on the travel market. The corporation turned itself into the booming sector of online services and became an interactive business player in a wide array of services. Today, American Express, known as Amex, is a multi-billion dollar corporation that has reshaped its services and operates more than 1700 travel service locations in over 130 countries across the globe.

First, this paper analyzes the travel agency services, and focuses on the organization of the Internet site, the innovative marketing techniques, the type of advertising campaigns, and the external promotion of the web site. Second, the author evaluates the technology employed by the company, and the security used to secure their web site.

The Web site

American Express (Amex) is a global corporation that used advanced internet technology to reposition and diversify its marketing methods to attract a larger market. To keep its status of the largest travel agency around the world, the company took the challenge to expand its travel agencies through a well-developed web site. In 1995, American Express launched ExpressNet, a web site dedicated to travel services; then in 1996, the corporation introduced American Express Travel on the Web.

The main website www.americanexpress.com, offers an apparently discrete and simple site map. The services and products are reachable from clickable words or icons. When a customer is accustomed with the website, he o...

... middle of paper ...

...rieved July 1

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Chenault, K. The New York Times, Saturday, July 3, 2010. Retrieved from http://dealbook.blogs.nytimes.com/2009/11/18/american-express-to-buy-revolution-money/

Computer World Report, Special Report, 100 Best Places to Work in IT 2010. Retrieved from http://www.computerworld.com/spring/bp/detail/717

Costco. Retrieved from http://www.costco.com/Service/FeaturePage.aspx?ProductNo=11492592

Havir, E. on LinkedIn. Retrieved from http://www.linkedin.com/in/ehavir

Mivar Press, 2004 Pioneering Captive Centers. Retrieved from http://manexiny.com/manexiny/americanexpress.pdf

The Newsletter of National Car Rental – Middle East. Retrieved June 29, 2010 from http://www.national-me.com/downloads/nlpdf/N_Newsletter_No5.pdf

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