ESSAYS -
LIST OF AVAILABLE ESSAYS ...
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Corporate Image and Corporate Identity
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Corporate identity and corporate image are becoming increasingly important to companies and organisations. This 3 page paper explains the relationship between the two and critically evaluates the tools that a company might use to communicate its image to stakeholders and other influences. The paper illustrates points raised with real examples. The bibliography cites 3 sources.
Filename: TEcorpidnt.rtf

Corporate Sponsorship; Does it Work?
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This 5 page paper looks at how and why sponsorship is used and considers whether or not sponsor is a successful strategy and how that success or failure can be measured. Examples to illustrate points raised. The bibliography cites 10 sources.
Filename: TEcorspon.rtf

COSTCO AND CHANNELS OF DISTRIBUTION
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This paper, written in the form of a tutorial, examines the marketing and distribution channels of warehouse price giant Costco. The paper evaluates Costco's customer base, its inventory and distribution philosophy and provides suggestions on potential improvement. Bibliography list 3 sources.
Filename: MTcostco.rtf

Counterculture Force Fed to Today’s Youth?
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Counterculture Force Fed to Today’s Youth?: This 8-page essay examines how today’s dark counterculture is marketed to modern day youth, what at stake, and how music (and other media) contributes to its ribald success. Only by committing oneself to an ongoing program of talking to, listening to and systematically monitoring this demographic group can one hope to profit from this burgeoning market. Bibliography lists 6 sources. SNCountr.doc
Filename: SNCountr.doc

Country Music Survey
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This 7 page paper provides an overview of a survey at AboutCountry, a WEB site. Bibliography lists 5 sources.
Filename: MHCounMu.rtf

Countrywide Financial: New Home Loan Program
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A 10 page paper comparing the websites of Countrywide Financial and Ameriquest Mortgage company to identify and recommend a new program for one of the companies. Countrywide is having difficulty providing even adequate customer service; the program suggested for that company is that it reward word-of-mouth referrals with the payment of a mortgage payment or interest payment for an existing customer who refers someone who is approved for and completes a mortgage. The program will measure customer satisfaction and provide incentive for internal repairs for Countrywide. Bibliography lists 9 sources.
Filename: KSecomCounAmeri.rtf

Creating a Brand
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This 4 page paper looks at what is needed to create a brand, and uses the example of a university. The paper is written in bullet points and looks at a range of issues associated with creating and maintaining a brand. The bibliography cites 4 sources.
Filename: TEcrebrand.rtf

Creating a New Line of Athletic Shoes
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A 6 page marketing plan for a new line of athletic shoes. The explosion of involvement of women in both organized and casual sports is a trend that the established brands missed along the way; Nike at least now is working to rectify its slight of women. This provides an opportunity for a totally new brand and company, one that can provide styles for all feet but highlight women’s lines. The base product will be a new running shoe. Bibliography lists 5 sources.
Filename: KSmktgAthSnks.rtf

Creating Loyalty in Airline Customers
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Creating loyalty in a customer base can create a great deal of value of an airline. This 8 p page paper looks at how marketing departments can create and use loyalty schemes to increase sales from both existing passengers and use them to attract new customers. The paper looks at a number of examples including British Airways, Delta and Virgin Atlantic. The bibliography cites 7 sources.
Filename: TEairloyal.rtf

Creativity in Advertising
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Creativity in advertising sells more products. While some might believe this leads to ambiguity in the message being conveyed, the truth is that it takes a special hook to get people to pay attention to advertisements. This paper will focus on some of the ways creative advertising gets our attention. Bibliography lists 5 sources.
Filename: JAadvcrt.rtf