Week 6 Journal Marketing

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After reading the Amazon.com Case in your text, address the following:

The case demonstrates how Amazon.com sought “to create a unique and proprietary identity.” In order to achieve that objective, it was very important for Amazon.com to understand its competition. The top of page 131 of our textbook addresses several ways that a brand can better understand its competition. Review the case from your own perspective after reading the Conducting Research chapter of our textbook. Comment on how you believe Amazon.com might have used research to better understand its competition.

Keeping a “level playing field” for all, your journal entry must be between 300 and 400 words in length. Please plan your response before writing your submission.

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