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| Author: | Goodwin, T. |
| Title: | Measuring the effectiveness of online marketing |
| Journal: | Journal of the Market Research Society
1999 : OCT, VOL. 41:4, p. 403-406 |
| Index terms: | RESEARCH MARKETING EFFECTIVENESS |
| Language: | eng |
| Abstract: | Measuring online marketing effectiveness has become a key issue as marketers demand more evidence of the impact of their campaigns. However, their needs are currently only being partially met. This paper looks at the important, but hitherto under-developed role market research has to pay in this area. |
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