>■ 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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Whether you've created a website already or are planning to create one in the near future, you know that's only half the battle. The other half is getting your website found in the search engines in hopes of attracting those interested in the type of products or services you offer.