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When a company decide to create a website to, for example, sell its products or services, managers will create new goals for the new channel. The objectives set must be precise targets and created to guide the business toward its global aims. Those objective should be SMART (specific, measurable, achievable, realistic and time-related), for example, be to improve customer’s response time to a one hour’s limit, increase the sales revenue from the web by 20 per cent or make cost savings of 15 per cent.
