“Horse Sense: The Key to Success is Finding a Horse to Ride” by Al Ries and Jack Trout
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A 5 page book review of this business marketing text that was first published in 1990. No additional sources are used.
Filename: TGhorsense.rtf
Paper Title: “Horse Sense: The Key to Success is Finding a Horse to Ride” by Al Ries and Jack Trout

“Marketing to Women” by Martha Barletta
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A 10 page chapter by chapter review of Martha Barletta’s “Marketing to Women: How to Understand, Reach and Increase Your Share of the Largest Market Segment.” No additional sources cited.
Filename: RAmrwmn.rtf
Paper Title: “Marketing to Women” by Martha Barletta

“Re-Positioning a Brand: MasterCard’s ‘Priceless’ Campaign”
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A 9 page overview of the development of MasterCard’s innovative advertising campaign. This paper details the research that went into designing the campaign. Bibliography lists 3 sources.
Filename: PPmarketingMCpriceless.rtf
Paper Title: “Re-Positioning a Brand: MasterCard’s ‘Priceless’ Campaign”

"Decisions Without Blinders"
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A 3 page review of the article by Max H. Bazerman and Dolly Chugh. Published in the January 1, 2006 edition of Harvard Business Review, this article explores the tendency for humans to ignore factual information when making decisions. This tendency is described by the authors as being a phenomena of "bounded awareness". No additional sources are listed.
Filename: PPdecisi.rtf
Paper Title: "Decisions Without Blinders"

"Napster 2.0: The Cat Is Back"
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An 11 page paper discussing the marketing of Napster 2.0, the revival of the company that largely created the music download industry. Napster has the ability to regain share in the industry it helped to create. As increasing numbers of downloads are to music phones and not to MP3 players, consumers are likely to view less of a link between iTunes and iPod. Bibliography lists 14 sources.
Filename: KSmktgNapster.rtf
Paper Title: "Napster 2.0: The Cat Is Back"

"We Have No Time For Marketing Research!"
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This 12 page paper discusses a statement made by a senior management of a UK charity organisation "we have no time for marketing research", identifying the pertinent issues in the scenario and explaining the significance of marketing techniques in addressing these issues. The paper shows how marketing research may take up some time and resources but may make a net contribution to any organisation. The bibliography cites 11 sources.
Filename: TEmarketing.rtf
Paper Title: "We Have No Time For Marketing Research!"

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