A Web-Based Hybrid System for Evaluating Marketing and e-Commerce Web Site Performance

In the globalised markets with changing customer demands, linking manufacturing or production with sound marketing strategies and effective marketing performance management becomes increasingly important. In this paper, a Web-based hybrid system, WebMarP (created by the authors), for evaluating marketing and e-commerce Web site performance is introduced. The proposed novel approach integrates the strengths of the analytic hierarchy process, Web-based expert system, online fuzzy rules and graphical displays. The software system architecture is outlined with input and output screen samples illustrated. Initial evaluation work is also reported with evaluation findings briefly presented.