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Abetz says website a 'smear by proxy'







Abetz says website a 'smear by proxy'

Abetz says website a 'smear by proxy' 07/16/2004 04:58 AM

Abc.net.au - Fri Jul 16, 09:32 am GMT




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Abetz says website a 'smear by proxy'

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One of my graduate business students is a senior at a well-known international travel services company. He is responsible for the proper handling of millions of dollars in corporate travel arrangements each year. During an e-business management class this year he described the company's plan to incorporate a marketing effort designed to develop personal travel management services into the same website that currently serves only corporate clients. The chance for success in the new effort seems slight, at best, and the opportunity for incurring damage to the company's primary niche is amply clear. So, why would a team of experienced marketers make such an obvious blunder?

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Companies must be clear, from the outset, about the goal and expected outcome of the website. It is vital that clarity and buy-in from all stakeholders is created at each of the three major phases of website development: conception, design, and rollout. Senior leadership must participate in or delegate full authority to representatives who participate in the concept development and formative design processes. Cross-departmental coordination, focusing on fundamental needs and expectations, is most likely to ensure a final website product that, rather than seeming a Rube Goldberg invention, is actually a clearly-presented and crisp display of information that becomes a properly functioning business tool and creates significant return on investment.

Call for Comments
What do you think? Leave your comments below.

References
Jupiter Research


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Abetz says website a 'smear by proxy'

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