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09083. MARKETING PLAN: THE BUICK REATTA. An analysis of Buick's strategy to market its new luxury car. Includes product description, target market profile, and an outline of pricing, promotion, and distribution strategies. 6 pages, 8 footnotes, 4 bibliographic sources.
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$42
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09081. MARKETING PLAN: LOTUS 1-2-3. An analysis of the marketing strategy behind the success of the nation's best-selling computer spreadsheet program. Includes a discussion of the target market and the marketing mix (price, promotion, competition, distribution). 6p 5f. 4b.
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$42
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09080. MARKETING PLAN: OVERNIGHT LETTERS. An analysis of Federal Express' marketing strategy for its overnight letter service. Includes an analysis of the target market and the marketing mix (price, promotion, distribution). 6p 4f. 5b.
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$42
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09079. MARKETING PROFILE: IBM/MICROSOFT'S OS/2 SOFTWARE. Analyzes the IBM-Microsoft alliance to promote its new OS/2 operating system. Target market, pricing, promotion, competition, and distribution are taken into account. 6 pages, 7 footnotes, 6 bibliographic sources.
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$42
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09078. MARKETING COMPUTERS TO POLAND. Explores the problems and opportunities in exporting an American-made PC to Poland. The first section of the paper presents a general market profile of Poland from the perspective of an American exporter. Poland's economy, trade profile, political structure, and business climate are analyzed. The second section analyzes special problems and advantages in marketing a specific American-made PC in Poland. 17 pages, 35 footnotes, 12 bibliographic sources.
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$119
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09077. MARKETING PROFILE: "SLICE" SOFT DRINK. An outline of PepsiCo's strategy for marketing is Slice soda. Target market, pricing, promotion, competition, and distribution are discussed. 5 pages, 7 footnotes, 7 bibliographic sources.
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$35
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09075. CASE ANALYSIS: CETUS CORP'S FIGHT IN INTERNATIONAL BIOTECHNOLOGY. A thorough examination of the Emeryville, California firm's marketing strategy and the problems therein. Industry background, competition, legal issues, and finances are analyzed. Recommends expansion of Cetus' product line and expansion of its target market area to include Japan. 15 pages, 39 footnotes, 20 bibliographic sources.
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$105
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09053. "ADVERTISING IN BLACK AND WHITE" BY SCHLINGER AND PLUMMER. Review of this marketing article which addresses the image of Blacks in advertisements. 12 pages, 5 footnotes (in text), 1 bibliographic source.
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$84
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09028. MARKETING A RESORT HOTEL TO THE VISUALLY IPARIED. Discusses the hotel industry, demographics and political and legal environment of the visually impaired, application of segmentation strategy to this market, and modifications of hotel facilities to accommodate the target group. 16 pages, 26 footnotes, 19 bibliographic sources.
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$112
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09027. MOUNTING A CAMPAIGN FOR HANDGUN CONTROL. The organization and research tactics involved in mounting a political campaign for handgun control are outlined in this study. 9 pages, 10 footnotes, 5 bibliographic sources.
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$63
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08881. MARKETING IN THE HOME HEALTH CARE INDUSTRY. A thorough review of marketing obstacles and opportunities in the growing home health care field. Includes an overview of the market in general, typical product mixes, competitive forces, and strategies for implementation. Breakeven costs are also discussed. 15 pages, 29 footnotes, 25 bibliographic sources.
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$105
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08880. DAVID OGILVY'S CONFESSIONS OF AN ADVERTISING MAN. Brief review of Ogilvy's informative autobiographical book, with a focus on the sections "How to Manage an Advertising Agency" and "Creating the Ad Campaign." 3 pages, 4 footnotes, 1 bibliographic source.
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$21
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08879. THE ART AND SCIENCE OF SELECTING ADVERTISING PREFERENCES. Reviews main points and theories form two advertising journal articles. The three hit theory and the advertising law of diminishing returns are discussed in particular detail. 7 pages, 2 footnotes, 2 bibliographic sources.
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$49
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08878. MARKETING THE SONY WATCHMAN AND SONY WALKMAN. Discusses market segments, target markets, and consumer attitudes toward these two products. Six different segments for the Walkman and two different segments for the Watchman are described. 4 pages, 0 footnotes, 0 bibliographic sources.
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$28
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08877. MARKETING AT COLGATE-PALMOLIVE'S HOUSEHOLD AND PERSONAL CARE DIVISION. An indepth profile of Colgate's personal care division. The investigation covers history and scope of operations, financial information, and specific marketing approaches used by the division. 7 pages, 13 footnotes, 14 bibliographic sources.
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$49
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08876. AMERICAN EXPRESS'S NEW OPTIMA CARD: WILL IT SURVIVE THE NEW ECONOMIC AND REGULATORY ENVIRONMENT? The investigation considers whether or not the release of the company's Optima credit card is a good decision for American Express, particularly with respect to the current economic and regulatory environment. Concludes that Amex is in a good position to expand into revolving charge cards now. 14 pages, 26 footnotes, 21 bibliographic sources.
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$98
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08875. AMERICAN EXPRESS: CAUTIOUS DOWNSCALE MARKETING FROM AN UPSCALE MARKETER. Takes a case study analysis and investigation approach to AmEx's introduction of its revolving charge card, Optima. Economic environment, competitive conditions and market considerations taken into account. 14p 26f. 17b.
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$98
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08874. SMOKY CIGARETTE COMPANY CASE. A hypothetical case study of the president of a cigarette manufacturing company who is asked by a delegation of community leaders to cease all advertising for his company's product. Point-by-point analysis of the company's social responsibilities. 6 pages, 5 footnotes, 3 bibliographic sources.
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$42
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08873. MARKET PROFILE OF ZELTZER SELTZER. Profiles Anheuser-Busch's new entry into the soda market in terms of target market, pricing, distribution, promotion, and competition. Takes a market segmentation approach. 6 pages, 12 footnotes, 8 bibliographic sources.
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$42
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08872. THE HYUNDAI EXCEL. Market profile of the Hyundai car. Discusses product features, target market, pricing, promotion, and distribution. 5 pages, 9 footnotes, 6 bibliographic sources.
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$35
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08871. CAMPBELL'S FRESH MUSHROOMS. Product investigation and market profile of Campbell Soup Company's fresh mushrooms. Includes a discussion of product features, target market, pricing, and promotion. 6 pages, 9 footnotes, 9 bibliographic sources.
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$42
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08870. THE COMPAQ 386 DESKPRO. Market profile of Compaq's new entry into the computer market. Includes a discussion of product features, target market, pricing, and promotional strategies. 5 pages, 5 footnotes, 6 bibliographic sources.
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$35
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08869. PROMOTIONAL DECISION MAKING IN SPAIN. Examines promotional decision making from the perspective of the Spanish market. Consumer profile, marketing structure, and advertising and promotional structure are all considered. 5 pages, 13 footnotes, 7 bibliographic sources.
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$35
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08868. MARKETING SEGMENTATION IN THE COMPUTER INDUSTRY. Presents a segmentation analysis of marketing in the computer industry, taking a few select segments of the market through each stage of the decision process model, comparing and contrasting the activity of the various market segments at each stage. 15 pages, 23 footnotes, 23 bibliographic sources.
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$105
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08862. CORPORATE IDENTITY AND IMAGE-BUILDING AMONG PUBLIC UTILITIES. The investigation addresses problems of corporate identity and corporate image among two major public utility companies Pacific Gas & Electric Company, the nation's largest investor-owned public utility, and Pacific Telesis, parent company of Pacific Bell and former subsidiary of AT&T. 10 pages, 13 footnotes, 10 bibliographic sources.
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$70
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08722. HOME SHOPPING AND THE PUSH TOWARDS INTERACTIVE MARKETING. Gives an overview of the television home shopping industry, with a concentration of information on the Home Shopping Network (HSN). Includes a situation and marketing analysis. Focuses on the potential of the interactive mode of telecommunications being pursued in the home shopping industry. 12 pages, 26 footnotes, 19 bibliographic sources.
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$84
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08717. MARKETING INNOVATIONS. An analysis of Ketteringham's and Nayak's book, Breakthroughs, which focuses on the factors which appear to be of the greatest importance in bringing a major innovation to the market. 6 pages, 1 footnote, 1 bibliographic source.
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$42
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08671. TELEMARKETING. An overview of this growing direct sales industry. Reviews applications, operations, components for success and potential barriers to future development. 9 pages, 18 footnotes, 15 bibliographic sources.
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$63
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08662. ETHNIC MARKETING. Gives an overview of marketing efforts targeted at Black and Hispanic groups in the U.S. General market characteristics, ethnic media, and companies participating in ethnic marketing are discussed. 10 pages, 26 footnotes, 9 bibliographic sources.
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$70
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08579. MARKETING: THE NEW PRIORITY. Reviews and analyzes a November 1983 article from Business Week magazine. The article's thesis is that mass marketing is a thing of the past. Today's successful marketer must segment. 5 pages, 0 footnotes, 1 bibliographic source.
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$35
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08521. MARKETING IN EGYPT. A marketing segmentation assessment of the current and future potential of the Egyptian market. Includes demographic, geographic, and psychographic, and economic analysis, followed by an assessment of prospective products and their pricing, promotion, and distribution channels. 24 pages, 54 footnotes, 19 bibliographic sources.
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$133
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08461. MARKETING PROFILE OF COCA-COLA COMPANY. Analysis of the company's marketing program of its main product, original formula Coke. The investigation includes a detailed analysis of the company's marketing strategy: segmentation strategies, competition, environmental, social and internal variables affecting the operation. 12 pages, 22 footnotes, 21 bibliographic sources.
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$84
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08438. SAUDI ARABIA: A CULTURAL ANALYSIS. A cultural and social portrait of Saudi Arabia which includes a discussion of geographical setting, history, social institutions, religions, living conditions, and language. 19 pages, 28 footnotes, 13 bibliographic sources.
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$133
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08437. SAUDI ARABIA: ECONOMIC ANALYSIS. Economic profile of Saudi Arabia, including population statistics, economic figures for the past five years, technology, product distribution systems, consumer marketing and communications. 14 pages, 29 footnotes, 7 bibliographic sources.
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$98
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08434. MARKETING SEGMENTATION IN KUWAIT. Investigation and profile of the market potentials in Kuwait from a marketing segmentation perspective. Covers geographical, employment, import-export, and distribution factors. Also provides a profile of potential target product/service segments. 17 pages, 55 footnotes, 24 bibliographic sources.
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$119
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08433. MARKETING IN THE ARABIAN GULF. 15 pages, 29 footnotes, 16 bibliographic sources. See section 25D.
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$105
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08432. MARKETING THE AL-NIJIM AL-SHAMALI PERSONAL COMPUTER IN SAUDI ARABIA. presents a market profile and a detailed marketing strategy for marketing microcomputers in Saudi Arabia. Competition, pricing, advertising, sales force, and budgets are included. 18 pages, 18 footnotes, 5 bibliographic sources.
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$126
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08431. MARKETING IN SAUDI ARABIA. Presents a marketing profile of Saudi Arabia with a focus on western imports. Profiles consumer market needs, suggests advertising and pricing strategies, and explains the goods distribution system. 13 pages, 30 footnotes, 19 bibliographic sources.
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$91
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08358. KENTUCKY FRIED CHICKEN -- INTERNATIONAL MARKETING OPPORTUNITY. Analysis of KFC's Japanese marketing strategy, including an analysis of the company's target market, location, product mix, distribution system, and advertising strategy. Also includes an overview of the Japanese consumer market and a market strategy prototype for U.S. companies entering Japan's consumer market. 14 pages, footnotes in text, 17 bibliographic sources.
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$98
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08338. MANUFACTURING AND SELLING MICROCOMPUTERS. A business plan for manufacturing and selling IBM compatible microcomputers. Organizational structure, product definition, market profile, and sales strategies discussed. 10p. 3b.
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$70
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08337. CUSTOMER BASE OF RETAIL-ORIENTED BUSINESS. A business plan for a service to analyze the customer base of retail-oriented businesses. The service utilizes microcomputer mapping programs and demographic databases. Financing, services offered, sales strategy and business organization are discussed. 9 pages, 0 footnotes, 0 bibliographic sources.
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$63
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08334. PSYCHOGRAPHICS VS. DEMOGRAPHICS IN MARKETING RESEARCH. Essay on the need for accurate research in marketing, focusing on the relative advantages of conventional demographic categories and motivational research into consumers' hidden motives. 5 pages, 7 footnotes, 2 bibliographic sources.
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$35
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08333. THE HIBERNIA BANK: NO POINTS HOME EQUITY LOANS. Marketing approach for a no points home equity loan. Target market, pricing, promotion and distribution. 5 pages, 3 footnotes, 4 bibliographic sources.
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$35
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08332. MINORITY GROUPS AND WOMEN IN MARKETING. Overview of the increased attention to minority groups and women in advertising and marketing, existence of distinct minority markets, rise of civil rights movement. 5 pages, 3 footnotes, 2 bibliographic sources.
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$35
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08331. MARKETING PLAN FOR CALIFORNIA WINE TO JAPAN. Presents a detailed plan for marketing California wine to Japan. Includes an analysis of the characteristics of the Japanese market, including consumer preferences and buying habits, channels of product distribution, pricing structure, promotion strategies, competition, estimated sales, and pro-forma profit and loss statement. 21 pages, 38 footnotes, 16 bibliographic sources.
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$133
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08326. NETWORKING IN ORGANIZATIONS. The study presents an overview of network structure and networking practices in business organizations. Examples of network systems currently in existence are provided. 9 pages, 14 footnotes, 8 bibliographic sources.
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$63
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08227. DEVELOPMENT OF A SMALL DEPARTMENT WITHIN A LARGE DEPARTMENT STORE. The development of a women's high-quality and fashionable clothing department in terms of stocking, floor layout, labor and advertising. Diagram included. 5p.
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$35
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08226. THE MARKETING OF HEALTH CARE PRODUCTS: UNDERSTANDING THE BUYING DECISION. Through an extensive review of literature, this paper investigates spiralling health care costs through the perspectives of cost containment. The issues of purchasing, materials management, inventory management and the role of the vendor are discussed. Notes in text. 30 pages, 78 footnotes, 33 bibliographic sources.
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$133
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08225. A GUIDE TO MARKETING IN KUWAIT. 29 pages, 19 footnotes, 13 bibliographic sources. See section 25D.
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$133
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08224. MARKETING PROFILE OF AMERICAN EXPRESS. A profile of American Express' current marketing strategy within its Travel and Entertainment division. Considerable attention devoted to the product itself, the competitive environment, environmental influences, and time limitations and financial position. 4 tables, 3 graphs. 26 pages, 19 footnotes, 22 bibliographic sources.
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$133
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08223. MARKETING EAPS. Examines the history, development and social and legal implications of the growth of Employee Assistance Programs within the corporate environment. Target market, marketing strategy, and competition are analyzed. 9 pages, 7 footnotes, 10 bibliographic sources.
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$63
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08222. DEVELOPMENT OF A SMALL DEPARTMENT WITHIN A LARGE DEPARTMENT STORE. The development of a gourmet food section in terms of stocking, floor layout, labor and advertising. Diagram included. 5p.
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$35
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08188. MARKETING HOTELS AND MOTELS. An investigative study of market segmentation, trends and strategies within the hotel/motel industry. S.F. Bay Area market analyzed through the responses to a 3-page questionnaire. Discusses differentiation and identification of market targets among different hotel/motel categories and sales strategies for optimal performance. 11 pages, 9 footnotes, 15 bibliographic sources.
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$77
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08169. FILM MARKETING. This paper concentrates on the aspects of marketing films which set it apart from the marketing of other products. Covers the role of the studio, film distribution, the effects of cable television, and strategies for increasing film revenues. 6 pages, 6 footnotes, 4 bibliographic sources.
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$42
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08158. MARKETING CHEVRON GASOLINE. Study of Chevron's gasoline marketing strategy for the l980's. Anticipated influence of Gulf-Chevron merger and chief competitors Exxon and Texaco discussed. 6 pages, 13 footnotes, 10 bibliographic sources.
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$42
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08157. THE BABY FOOD MARKET. A comprehensive marketing study of the baby food industry, looking at the consumption and marketing of baby foods in Great Britain. A marketing strategy is developed and more recent trends in product and packaging are reviewed in detail. 18 pages, 21 footnotes, 15 bibliographic sources.
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$126
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08154. MICROCOMPUTERS AND ACCOUNTING. The revolutionary impact of the microcomputer on the accounting industry is analyzed in this study. Clerical and bookkeeping advantages and drawbacks to accountants are noted, and some available software is reviewed. 14 pages, 15 footnotes, 6 bibliographic sources.
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$98
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08152. ELECTRONIC FUNDS TRANSFER. Examines the expansion of EFT systems, including the use and demand for ATM's and POS (point of sale) debit cards. Relative advantages and disadvantages to the financial institution and the consumer are weighed. The expansion of EFT systems is seen as inevitable. 12 pages, 10 footnotes, 8 bibliographic sources.
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$84
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08135. INTERNATIONAL MARKETING OF SOFT DRINKS. Investigative study of the soft drink market in the United Kingdom. Current world market conditions and trends are examined. The U.K. soft drink market is compared and contrasted with the markets in Europe, Canada and the U.S. Diet Coke is presented as a case study of soft drink marketing in the U.K. A market strategy is developed for potential newcomers. Ten charts included. 15 pages, 32 footnotes, 27 bibliographic sources.
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$105
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08108. INTERNATIONAL MARKETING OF LIGHT BEER. Investigative study of light lager and low calorie/low alcohol beer market in the United Kingdom. Current world market conditions and trends are examined. Marketing of Bud Lite in the U.K. is presented as a case study. Includes an outline of a marketing strategy for a new product. 15 pages, 31 footnotes, 30 bibliographic sources.
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$105
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08106. ACCOUNTING HARMONIZATION IN THE EUROPEAN ECONOMIC COMMUNITY. Examines the four-fold purpose of the EEC's Fourth Directive, adopted July 25, 1978. Discusses the benefits of the directive, including the impact of standardized accounting systems on shareholders, creditors and the public. Criticisms of the directive include its emphasis on format rather than content and its failure to take fully into account differences in the economic conditions of the various European communities involved. 13p. 28f.
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$91
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08105. ITEM POSTING FOR PROFITS. Analysis of a case study of menu board posting for Bonanza International fast food restaurants. Presents the advantages and disadvantages of menu board posting in restaurants. 6p.
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$42
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08103. MARKETING IN THE BANKING INDUSTRY. A look at successful strategies in making a bank customer-oriented. Various experts are cited who encourage the development of a sales-oriented banking staff and emphasize the importance of convenience, responsiveness, breadth of services, and customer relations. Also considers how to manage public opinion regarding bank closings and market segmentation. 27p. 8b.
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$133
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08077. THE UNITED ISRAEL APPEAL, INC. A background history and marketing audit of one of the world's largest funding organizations for Israel. Includes analysis of how it could appeal more broadly and improve its fund-raising abilities. 14 pages, 12 footnotes, 8 bibliographic sources.
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$98
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08058. MARKETING PERSONAL COMPUTERS. A case study which compares the marketing methods of Apple and A.T. & T. in the personal computer field. Considers the reasons for Apple's relative success and the difficulties encountered by A.T. & T. 9 pages, 13 footnotes, 7 bibliographic sources.
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$63
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08054. CUSTOMIZING INTERNATIONAL MARKETING PLANS. How the marketing of products abroad is affected by the economy and customs of the individual countries. Discusses how products, promotion, and distribution are altered for different markets. Includes statistical table. 17 pages, 10 footnotes, 5 bibliographic sources.
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$119
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08053. HOLIDAY INNS. A business case study of the world's largest hotel chain. Background on the hotel industry, problems encountered with diversification, and current marketing strategies are discussed. 13 pages, 16 footnotes, 8 bibliographic sources.
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$91
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07721. TWO CONGRESSWOMEN: A BRIEF COMPARISON. An examination of the contrasting careers and beliefs of Rep. Barbara Mikulski and Rep. Marjorie Holt, representing Maryland's third and fourth congressional districts respectively. 5 pages, 6 footnotes, 2 bibliographic sources.
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$35
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07689. INTERNATIONAL BANKING: AN ARTICLE REVIEW. A comprehensive review of Jonathan Hakim's London Economist article detailing non-debt problems encountered by international banks in the 1980's. 3p.
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$21
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07671. MARKETING AND CULTURE. Discussion of the complex interrelationship between marketing and culture, with applications for international marketing. Includes definitions of culture, definitions of marketing, how marketing is a "sub-culture" in itself and how the two systems affect each other. Cultural factors can only be understood through empirical research; basic outlines of economic environment and distribution channels in world perspective. Four basic points in the "reality of international marketing:" Products and marketing efforts must almost always be adapted for other cultures; market research is very difficult in Third World conditions; translation of promo. materials must be checked very, very carefully; one must transcend one's own culture to understand another. 18 pages, 37 footnotes, 5 bibliographic sources.
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$126
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07667. THE COFFEE DIVISIONS OF GENERAL FOODS: A MARKETING CASE STUDY. Case study prepared from publicly-available sources, studying the problems of a market leader in a slow-growing, mature industry. General Foods makes Maxwell House, Yutan, Sanka, Brim, International Coffee, and other brands; reorganized along "entrepreneurial," growth-seeking lines in 1980-91, the company has tried to take account of demographic changes and seeks new coffee market segments. Study details these efforts, with statistics on GF and coffee markets, and recommends that they be continued and intensified. 17 pages, 33 footnotes, 12 bibliographic sources.
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$119
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07663. ANALYSIS OF AN ADVERTISING CAMPAIGN: BURGER KING'S "MESSAGE FOR GROWNUPS. This analytical study of Burger King's 1982 national television campaign examines the competitive position of Burger King and its rivals, the target market and the message of the advertisement, and the effectiveness of the campaign. 8 pages, 17 footnotes, 5 bibliographic sources.
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$56
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07662. CHRIST WAS AN AD MAN. A critical review of ad genius Robert Pritikin's autobiography and his formula for success in the age of multi-media. 6 pages, 3 footnotes, 2 bibliographic sources.
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$42
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07661. THE ETHICS OF ADVERTISING. An overview of criticisms and defenses of possibly misleading advertising. Includes the evolution of legal doctrines, the difference between falsehood and deception, how literal truth can actually deceive, criticism and defense of the technique of associating social-psychological values with, products ("You meet the nicest people on a Honda"). Well-informed consumers need less protection than ignorant consumers; since both types of consumers exist in the market, controversy over ad ethics will continue. 7 pages, 14 footnotes, 2 bibliographic sources.
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$49
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07605. PROMOTIONAL CAMPAIGNS IN THE AIRLINE INDUSTRY. History and summary of frequent flier and other promotions since deregulation in 1978. Gives details of TWA program, also American, Eastern, Delta, Republic, Pan Am, and United; available statistics on participation; investigates secondary market for coupons, finding 55% markup by brokers between buy/sell prices. Programs very costly to airlines, but likely to remain because of fierce competition. 12 pages, 21 footnotes, 19 bibliographic sources.
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$84
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07455. THE IBM PC: ITS DISTRIBUTION SYSTEM. Good study of how IBM moved into mass marketing with its PC home computer, and the problems encountered,. Includes how and why IBM decided to use a variety of outlets, IBM's policies for retailers, problems of supply, problems of unauthorized discounting. Although trying to control both quality and price through independent outlets has its costs, the distribution strategy should allow IBM to saturate the market. 6 pages, 6 footnotes, 4 bibliographic sources.
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$42
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07137. RECENT MARKETING DEVELOPMENTS IN JAPAN. Good brief overview of marketing trends in Japan. On one hand, imitation of American innovations such as research; on the other hand, an incredibly complex, rather antiquated and certainly over-manned distribution system with many small wholesalers supplying many small shops in most consumer fields. Political pressures to keep this system and the responses of efficiency-seeking companies. 5 pages, 7 footnotes, 4 bibliographic sources.
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$35
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07132. MASS MARKETING COMES TO THE WINE INDUSTRY. Study of how major mass market corporations such as Coca-Cola and Schlitz have changed the wine industry by appealing to mass tastes through advertising and the development of light wines. Focuses on Coca-Cola's moves to introduce mass advertising, develop and market light wines; also other developments which widen the wine market. 10p. 7f. 5p.
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$70
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07131. CONSUMER TRENDS IN THE ALCOHOLIC BEVERAGE MARKET. Overview of the return to taste that has shake this market in recent years, influence of demographics (baby-boom generation) and related changes behind the trends to lighter drinks. Also covers the older, heavier drinker; increased importance of females and minorities in this market; two brands successfully appealing to younger drinkers; appeals to sports and sexuality; possible trends for the remainder of 1980s. 19 pages, 38 footnotes, 18 bibliographic sources.
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$133
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07016. IDEOLOGY OF THE CUBAN REVOLUTION. Discussion of how American imperialism and informal domination of Cuba 1900-1959 led to the fiercely independent and nationalist attitude of Cuban Revolution; discussion of Castro's pre-revolutionary ideology finds he was not a Communist until taking power, but was always sympathetic to socialist ideas. 7 pages, 8 footnotes, 5 bibliographic sources.
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$49
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07014. ANALYZING CONSUMER DISSATISFACTION FROM BOTH A MARKETING AND CONSUMER PERSPECTIVE. The accumulation of individual consumer dissatisfactions has led to the modern political consumer movement; but from a marketing perspective; dissatisfaction represents an opportunity to improve products and services to insure business success in the future. 5 pages, 6 footnotes, 3 bibliographic sources.
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$35
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06747. THE ADVERSTISING AGENCY IN THE TWENTIETH CENTURY. A study of the services of the advertising agency as they have developed throughout this century; emphasis is on the Wheeler-Lea act of 1938 and the regulation of advertising by the Federal Trade Commission. 21 pages, 7 footnotes, 5 bibliographic sources.
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$133
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06352. BAUSCH AND LOMB. A marketing case study of the soft contact lens manufactures, with a look at the nmrketing situation, pricing, inventory and new product strategies, and an analysis of the firm's success in regaining their lost market share. 10 pages, 13 footnotes, 7 bibliographic sources.
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$70
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06327. DISTRIBUTION AND MARKETING AT AMERICAN MOTORS. The difficulties in distribution and marketing experienced by America's fourth largest automobile manufacturer are analyzed in this case study, with a look at new product introduction. 5 pages, 7 footnotes, 5 bibliographic sources.
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$35
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06323. MARKETING PLAN FOR A WORD PROCESSOR. A well-developed marketing plan for a hypothetical word processing typewriter, looking at the target market, the existing competition, price structures and promotion techniques for a proposed new company. 10 pages, 0 footnotes, 0 bibliographic sources.
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$70
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06321. MARKETING CHANNELS FOR HMO'S. The new method of providing health care delivery systems to the public is studied in this report; changes in federal and state laws making HMO's (Health Maintenance Organizations) possible are noted, and future prospects are considered. 10 pages, 4 footnotes, 6 bibliographic sources.
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$70
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06320. MARKETING PLAN FOR A HOSPICE. A detailed marketing plan for the Hospice of San Francisco, with a thorough situation analysis of market penetration, limiting factors, market segments, and marketing objectives and problems; an in-depth study of a business providing care and comfort for the terninally ill. 16 pages, 5 footnotes, 12 bibliographic sources.
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$112
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06318. MARKETING RESPONSES IN THE ICE CREAM NOVELTY INDUSTRY. The controversy over the nutritional value of ice cream, the industry's product development techniques, and its marketing strategies with regard to inflation and food value factors are all reviewed in this general case study. 10 pages, 7 footnotes, 5 bibliographic sources.
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$70
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06315. PROMOTION IN THE FAST FOOD HAMBURGER MARKET. A look at various promotion techniques in the fast food market, focusing on television advertising and in-store promotions for hamburger outlets and looking at strategies of the giants in the fields. 10 pages, 10 footnotes, 8 bibliographic sources.
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$70
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06305. CLIMATE + ARCHITECTURAL TRADITIONS. Climate is one of the principal factors which influences traditional building design. This paper reviews the relation between climatic variables and comfort for the occupants of a structure. Design responses in adapting buildings to climate are also discussed. 10 pages, 9 footnotes, 4 bibliographic sources.
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$70
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06203. MARKETING A TELECOMMUNICATIONS NETWORK. Business case study of the marketing and pricing problems of a company attempting to enter the newly deregulated market for long-distance communication services; examines the potential market, sets forth marketing, pricing and advertising strategy to win business and residential customers from the Bell system. 15 pages, 14 footnotes, 0 bibliographic sources.
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$105
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06201. SALESMANSHIP. Excellent discussion of the problems of the high technology salesman in the modern environment. The increasing emphasis on serving the customer's needs, dealing with highly educated, technically aware customers. How companies like DuPont and Hewlett-Packard have adapted; long discussion of potential problems facing the salesman. 11 pages, 8 footnotes, 5 bibliographic sources.
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$77
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05973. CHANGES IN FAST FOOD MARKETING MANAGEMENT CAUSED BY MARKET SATURATION. Discusses management responses to stagnant sales growth caused by market saturation. Discusses use of overseas expansion, enlarged menus, price competition, promotion and advertising as marketing responses to this problem. 10 pages, 12 footnotes, 11 bibliographic sources.
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$70
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05882. MULTINATIONAL MARKETING STRATEGIES. A review of the marketing strategies of five Japanese and American companies. Emphasis is given to marketing in the third world. 25p. 10b. 16f.
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$133
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05867. MEASUREMENT OF MARKETING PERFORMANCE IN THE MULTINATIONALS. Control systems for effectiveness in marketing are disucssed accounting for degrees of organizational autonomy and differences in the national organizations of the European subsidiiaries of American companies. The report notes the lack of monitoring of political events in various countries and concludes that in general control procedures are minimal. 20p. plus tables. 18f. 9b.
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$133
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05852. STANDARDIZATION AND TRANSFERABILITY OF MULTINATIONAL CORPORATE MARKETING STRATEGY. Discussion of specific marketing strategies of MNC's. Covers problems of standardizing marketing strategies among subsidiaries. 26 pages, 28 footnotes, 15 bibliographic sources.
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$133
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05843. MARKETING THE FORD MUSTANG. Factors in the production and marketing of this car are noted: styling, targeting, pricing -- given the wide range of accessories. The paper discusses the radical nature of the advertising campaign on a national basis for this car. 5 pages, 6 footnotes, 3 bibliographic sources.
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$35
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05842. ABNORMAL BEHAVIOR AND EXERCISE THERAPY. The complexity of the human brain and the variations of mental deviations era the subject of this paper. Organic brain disorders are differentiated from the problems of low I.Q. and social dysfunction. 13p. 7b. 10f.
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$91
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05596. MARKETING POLICY IN JAPAN. A study of the structure and operation of the Japanese domestic market. It focuses on the role of the giant trading companies, stressing their feudal backgrounds and tradition. Mitsui & Company is taken as the example. 10 pages, 12 footnotes, 5 bibliographic sources.
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$70
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05331. BASIC MARKET OBJECTIVES. A marketing program for three types of private jet aircraft, concentrating on highly specialized market with a customized product. Promotion and after sales are considered. 18p. and tables. 1f. 1b.
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$126
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