title: eMarketing: restaurant Web sites that click
abstract: A number of global companies have adopted electronic commerce as a means of reducing transaction related expenditures, connecting with current and potential customers, and enhancing revenues and profitability. If a restaurant is to have an Internet presence, what aspects of the business should be highlighted? Food service companies that have successfully ventured onto the web have employed assorted web-based technologies to create a powerful marketing tool of unparalleled strength. Historically, it has been difficult to create a set of criteria against which to evaluate website effectiveness. As practitioners consider additional resources for website development, the effectiveness of e-marketing investment becomes increasingly important. Care must be exercised to ensure that the quality of the site adheres to high standards and incorporates evolving technology, as appropriate. Developing a coherent website strategy, including an effective website design, are proving critical to an effective web presence
keyphrases: restaurant Web sites electronic commerce revenues profitability Internet presence food service companies e-marketing