Translating greater profitability offline


How does the type of Web site affect measures of effectiveness? For a shopping site, profitability is an important measure of effectiveness, though profitability can be difficult to measure given the presence of Web-to-store shoppers. For company Web sites, online success is measured by increased brand awareness and loyalty, which presumably translate into greater profitability through offline transactions.

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Management Information Sys: Translating greater profitability offline
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