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Article: Making Your Web Site Earn Its Keep
- Article from:
- Business and Economic Review
- Article date:
- October 1, 2004
- Author:
CopyrightCopyright Moore School of Business Oct-Dec 2004. Provided by ProQuest LLC. (Hide copyright information)
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"A Web site must be carefully planned and executed to fulfill its marketing mission. Its content, look, and navigation should enhance the offline marketing activities designed to introduce your organization to new customers and encourage repeat business."
An online Internet presence has become a necessity for most businesses and organizations today-a powerful addition to the traditional media arsenal of advertising, direct mail, and public relations. Yet because the Internet is new and unfamiliar to many decision-makers, they often allow technology, rather than their business plans, to define their organization's Web site.
It amazes me that successful businesspeople spend money on an online ...