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Case
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Reference no. 598-031-1
Subject category: Marketing
Authors: Teresa E Dana (Nanyang Business School (NTU))
Published in: 1998
Length: 10 pages
Data source: Generalised experience

Abstract

During the 1990s, Israel established unprecedented diplomatic and trade relations. Large numbers of tourists were flocking to Israel and the Dead Sea was a natural stop on any tour. Many people also go to the Dead Sea for medicinal purposes and in particular to heal skin illnesses. The mud found along the shores has been known to show miraculous results. How can such a mud be marketed? How can the Hyatt Regency attract customers with an advertisement in a South African magazine?
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Abstract

During the 1990s, Israel established unprecedented diplomatic and trade relations. Large numbers of tourists were flocking to Israel and the Dead Sea was a natural stop on any tour. Many people also go to the Dead Sea for medicinal purposes and in particular to heal skin illnesses. The mud found along the shores has been known to show miraculous results. How can such a mud be marketed? How can the Hyatt Regency attract customers with an advertisement in a South African magazine?

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