Priceline is a first class online travel organization, and offers its customers a wide range of travel services or products, for example, airline tickets, hotel bookings, vacation packages, cruises, as well as car rentals. Priceline manages online travel portals: rentalscars.com, lowestfares.com, booking.com, and priceline.com, which link travelers with suppliers of travel globally (Pride et al., 2015).
Priceline Company has segmented its target market. Its customers cover users seeking travel deals or products for leisure and business reasons. In addition, its customers’ base includes services and products suppliers advertising on the organization websites (Business2003). The firm sells travel services or
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