document: eMarketing : restaurant Web sites that click 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
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