Aramendia Muneta, María Elena2025-02-182025-02-182012Aramendia-Muneta, M. E. (2012) An overview of the main innovations in e-marketing. In Tsiotsou, R. H., Goldsmith R. E. (Eds.), Strategic Marketing in Tourism Services (pp. 289-295). Emerald Group Publishing. 978-1-78052-070-4978-1-78052-070-4https://academica-e.unavarra.es/handle/2454/53418This chapter summarizes through the use of concept maps (CM), the main innovations in online marketing that have an influence on the tourism industry. The main innovations are broken down into two principal areas, namely, customers and new ways of communication: customers, who create communities and influence other members drawing from their experiences; new ways of communication made explicit though e-Advertising or web sites. Consumers also have the power to generate independent means of network persuasion not controlled directly by firms themselves.application/pdfengThis author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.come-MarketingCommunicatione-AdvertisingeWomSearch engineOnline communityinfo:eu-repo/semantics/bookPart2025-02-18info:eu-repo/semantics/openAccess