E-marketing Control

The control element of the e-marketing plan can be achieved through a combination of tra­ditional techniques such as marketing research to obtain customer views and opinions and novel techniques such as analysis of web-server log files that use technology to monitor whether objectives are achieved. These techniques are reviewed in detail in Chapter 12 (p. 703). Intranets can be used to share information among marketers and consultants within an organization.

Source: Dave Chaffey (2010), E-Business and E-Commerce Management: Strategy, Implementation and Practice, Prentice Hall (4th Edition).

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