Chapter 43. Managing Your Web Marketing Activities

Now that we’ve discussed all the various aspects of web marketing, it’s time to put together the pieces of this puzzle to fit within your day-to-do routine. It’s fine and all to consider web marketing in the abstract, but if you’re in the trenches you need to turn that theory into practical application.

In other words, you need to figure out how to manage all those web marketing activities you’ve committed yourself and your company to. Sounds like a simple thing until you consider the sheer number of activities involved—and how much effort is needed.

Managing Your Web Marketing Mix

Let’s start with the job of managing your overall marketing mix. We first looked at the mix issue way back in ...

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