Learning objectives

Main topics

>■ Performance management for Internet marketing 417

>- The maintenance process 433

>- Responsibilities in web site maintenance 435

After reading this chapter, the reader should be able to:

• Identify the tasks necessary when managing an online presence

• Understand terms used to measure and improve site effectiveness

• Develop an appropriate process to collect measures for Internet marketing effectiveness

Case study 9

Learning from Amazon's culture of metrics 441

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