TITLE

Untangled Web

AUTHOR(S)
DILLON, BEN; OLSON, ANDREA
PUB. DATE
December 2006
SOURCE
Marketing Health Services;Winter2006, Vol. 26 Issue 4, p24
SOURCE TYPE
Academic Journal
DOC. TYPE
Article
ABSTRACT
This article looks at designing online initiatives that create a credible path for generating value for the organization. The authors define a strategy by four main tasks: understanding organizational goals--solutions need to support the overall mission; addressing the audience--an organization relates to different audiences in different ways; establishing value and defining your goals. The authors argue that when creating and presenting a strategy, one needs to demonstrate an understanding of the business, offer a rationale for the strategy, and submit a compelling vision for the future of the online venture.
ACCESSION #
23535528

 

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