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Millions of dollars are being spent on internet marketing efforts yet there has been little developed that provides managers with the guidance they need to evaluate Internet marketing success. Counting clicks is not enough. Managers must be able to both predict and demonstrate the payoffs from internet marketing in order effectively allocate resources and funding.
This guideline provides practical guidance about:
Mark J. Epstein, Distinguished Research Professor of Management at Jones Graduate School of Management at Rice University
Kristi Yuthas, Swigert Endowed Informations Systems Management Chair at Portland State University
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