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Number of Pages 5
This research paper: A 5 page paper discussing product positioning, competitive positioning, customer perceptions and distribution-channel analysis at online shoe, apparel and electronics retailer Zappos.com. It appears that CEO Tony Hsieh did not set out with a stated marketing plan detailing all of the aspects of Zappos' current approach to marketing, but rather has been able to identify positive developments and then build on those. Customer comments on Zappos sites or external to Zappos all read in the same way, demonstrating that in the minds and hearts of its customers, Zappos truly has "arrived." Bibliography lists 6 sources.
File: CC6_KSmktgZap.rtf
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