A model for determining the functionality and content of a corporate website according to the goals and strategies of internet marketing

Abstract

A model is proposed that maps the goals of internet marketing onto a target configuration of the functionality and content of a corporate website. The link is established through the decomposition of profit into production volume, number of customers, purchase frequency, price and costs, since every marketing task acts on exactly one of these levers. For an existing website the model yields an audit through a completeness index and a ranked development backlog.