Making the Web Strategically Accountable

Griffith, David A.
June 1998
Marketing Management;Summer98, Vol. 7 Issue 2, p40
The World Wide Web, and the impetus to establish a corporate Web site, is dominating conversation at the executive level. Increasingly, managers are being called on to evaluate the performance of their sites. Unfortunately, the terminology used to describe a Web site's performance is confusing. As organizations rush to establish a Web site, a fundamental question is often overlooked, "How will the organization assess the site's contribution to the firm?" Here are some quantifiable measures to help managers make their Web sites strategically accountable. INSET: EXECUTIVE BRIEFING.


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