Strategic Management of Amazon Task

STRATEGIC MANAGEMENT OF AMAZON
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STRATEGIC MANAGEMENT OF AMAZON
System04121
3/17/2020

STRATEGIC MARKETING OF AMAZON 1
Contents
ABSTRACT..............................................................................................................................5
INTRODUCTION......................................................................................................................5
Product...................................................................................................................................6
Structure of the report...........................................................................................................7
STRATEGIC PLANNING........................................................................................................8
2.1. marketing Plan....................................................................................................................9
2.2 mission and vision..........................................................................................................10
2.3 Strategies of amazon......................................................................................................11
2.4 Action.............................................................................................................................11
AMAZON’S MARKETING ANALYSIS...............................................................................11
3.2. Amazon’s 4Ps....................................................................................................................12
Amazon’s Product............................................................................................................13
Amazon’s Place................................................................................................................14
Amazon’s Promotional.............................................................................................................14
Amazon’s Price................................................................................................................15
3.3. Segmentation Strategy..................................................................................................16
3.4 Targeting Strategy..........................................................................................................17
3.5 Positioning..................................................................................................................18
3.6 gaps analysis...................................................................................................................19

STRATEGIC MARKETING OF AMAZON 2
3.7 Recommendations..............................................................................................................19
Competitive advantage of Amazon...................................................................................21
CONCLUSION AND RECOMMENDATIONS.................................................................22
Appendices...............................................................................................................................23
REFRENCES...........................................................................................................................23

STRATEGIC MARKETING OF AMAZON 3
ABSTRACT
The paper criticizes Amazon's reasoning for being a case study organization: the right
marketing plans are not top-down, they start from the outside, start from the wishes and
expectations of consumers. "It uses various analytical writings to appraise how consumer
speech affects strategic marketing choices in that sector. The company's growth has centered
on a positive, customer-oriented corporate approach throughout its existence.
The study of the corporate marketing campaign reveals that Amazon is heavily focused on
the advantages of online technologies. However, since consumer was first installed, Amazon
has opened several physical outlets at various sites where, beyond division and placement,
Amazon is implementing 4Ps advertising techniques. While the commercial has recognized
possessions and located itself as a multinational frontrunner, it has been told, as many other
firms aspire for being consumer focused as various offline businesses come online, growing
competitiveness slowly.
INTRODUCTION
Amazon is a US e-commerce business that is focused on online distribution of goods and
services (John, 2017). The business took advantage of cloud technologies according to Dave
(2018) to become an industrial giant of electronic firms with substantial revenue through
improved internet marketing and data delivery. The organization was guided by long-term
ambition from its founding date in 1995 to 2003, which contributed to the adoption of
product infrastructure research and growth approaches (Fadikar, 2010). The firm has also
gradually expanded its net profits to become a major seller worldwide (Shaughnessy, 2012)
and the commercial eventually extended its possibility, including the operational bookstore,
by selling various other goods and services.

STRATEGIC MARKETING OF AMAZON 4
Amazon is one of the 500 fortune corporations founded in 1995 by Jeff Bezos. The first move
in e-commerce has been made. Originally it was referred to as Cadabra. Amazon's growth
was a gradual and steady one; the company concept was unique and introduced in the 1990
dotcom era. Amazon set up a solid base after early sluggish growth and made a income of
$2.5 million at the close of its fourth year on the sector. The growth never stopped and the
latest insights in the e-commerce industry were exposed to Amazon. In 2005 the income rose
to 359 million dollars and in 2006 to 190 million dollars. This was CEO Jeff Bezos '
management ideology. Total revenues of Amazon rise from 24,509 billion dollars in 2009 to
61,093 billion dollars in 2012 (2013a) quarterly. The latest 2013 quarterly forecast reveals
that net income will rise to $34 million, which reverses the declining trend in revenues
(2013b). Amazon's goal line is not about delivering merchandise, but their path to growth is
to think to consumer satisfaction (Bell and Zemke, 2013). Amazon's present position is that it
would not identify itself as a retailer or distributor. By improved distribution strategies and
other key business functions, they have established new e-market technologies
Product
New goods have been introduced to the roster since Amazon's founding, and offerings have
been steadily enhanced. Amazon has three product groups, namely television, software and
general products, among several groups of which Amazon Business Solution is the most
relevant one. It demonstrates that you can purchase something in Amazon shops through the
Amazon Marketplace. Amazon's most significant and top-business is to offer books, and the
shift against books prices in mainstream shops is generally based on the reality that Amazon
cuts. It is also blamed that Amazon has deprived Amazon Kindle of the conventional
bookshops market. The business Amazon type’s main offering is presently Amazon's biggest
seller. It is compact and identical to a standard book if a3-book cover is attached to this

STRATEGIC MARKETING OF AMAZON 5
package. The key features are. The Amazon typeset style is designed so that consumers can
interpret the paper through a font size change.
The business has established a market development marketing plan completely tailored,
including interior and outside advertising (Amazon, 2015). The business has a policy for
market success.
Jeff Bezos (2007), the creator of Amazon, is inspired, in his terms, to cater to the clients that
drive him to invest on their behalf, and to discover the most appropriate way to base a
company on clients.
The communication plan of Amazon is analyzed in this article, which is important to how it
places consumers first.
Structure of the report

STRATEGIC MARKETING OF AMAZON 6
This study analyzes the customer-centered communication approach of Amazon. The job
consists of four central parts. In the first chapter, the full research, methodologies and
processes are presented, the second chapter addresses a comprehensive marketing strategy,
strategies for execution and marketing functions. The third chapter provides a thorough
review of the communication campaign for Amazon, and the fourth chapter offers
suggestions and deductions.
STRATEGIC PLANNING
Strategy in the commercial mentions to the set of performances that require a particular target
for Ghemawat (1991). It comprises the business's approach to reap long-term financial gains.
In view of the changing business climate, Johnson et Al (2008) proposed that this possibility
plan might "configure resources and competencies to satisfy the needs of stakeholders."A
sense of purpose and tangible goals is a significant thinking for the company as strategic
strategy provides day-to-day feedback and allows to measure success and to provide a guide
of improving company-like strategies (Devra, 2018).). (Devra, 2018). The importance of
strategic preparation in creating successful management plans and, ultimately, keeping
environmental progress resilient is recognized by Dutton and Duncan (1987). They allow
management to identify strategic goals, analyze the market landscape and establish detailed
plans and methods obligatory to perform the plan (Dutton & Duncan 1987). This method A
variety of phases are taken by the strategic planning phase as seen below:

STRATEGIC MARKETING OF AMAZON 7
Source: Pikuoec (2010)
Strategically speaking, following the World Trade Center assaults in 2011 and the Global
Economic Downturn of 2008 (Krystal, 2013), Amazon was just able to deal with a number of
environmental shifts and business growth. The group has shown competitive versatility with
its consistent competitiveness, its extension of its market to India and the outline of the first
online shop in a growing field. As part of the Stockport 2010 strategy, Amazon has
confirmed that it is primarily in the interest of its 3 different focus groups: consumers,
suppliers and producers that the strategic and marketing goals are being met (Baltes, 2015).
2.1. marketing Plan
Advertising is an agency that tackles the awareness and production of revenue desires of
customers. Kotler and Armstrong (2014) identify interactions to sustain effective consumer
relationships.
In addition to the selling of goods and services, marketing includes consumer analysis and
advertising to produce revenue. Grönroos (1989; 2006) suggests that this technique is meant
to contribute to the creation of a successful product / service that suits and desires clients '
needs. In addition to growing revenue and consumer service by developing innovative goods

STRATEGIC MARKETING OF AMAZON 8
desired by consumers, marketing became a tactic that other businesses utilized to grow client
loyalty and improve competitiveness (USW, 2018).
A collaborative preparation mechanism to direct and articulate a range of realistic outcomes
required to accomplish the intended goals would be critical to increase the effectiveness of
initiatives. Paula defines the strategy of marketing as "a tool for developing strategic and
practical partnerships between company interests, skills and resources with future business
opportunities," it is related to identifying priorities, strategies and missions and target
markets, with reasonable budgets (South Wales University 2018). Ali (2018) notes that the
method includes collecting and reviewing evidence that facilitates the accomplishment of
long-term strategic goals in the business after implementing them. Unlike the company's
approach, the marketing action plan will take into consideration developments expected to
emerge on the sector. The strategic strategy method allows executives to determine where the
business is heading, achieves a thorough knowledge of the target audiences and clienteles and
reflects on the key drivers (Ali, 2018). The brand policy of Amazon, which relies on
consumer satisfaction to deliver user-specific products, ill uses a company in which its
consumers come first.
2.2 mission and vision
At the point of strategic preparation, the objective and goal message are prepared. The long-
term aim of Amazon, in particular, was to target buyers by "providing our consumers cheap
costs, comfort and wide selection of items, with digital delivery in the main" and "Amazon is
the consumer sector where consumer are technologically informed of what they want and are
striving to maintain customers ' pricing at the lowermost price conceivable (Bhasin, 2017).

STRATEGIC MARKETING OF AMAZON 9
2.3 Strategies of amazon
Collaboration with suppliers provides geographic cost benefits in the procurement of market
resources and time to pursue a sustainable approach. The brand blend technique known as
Edward (2017) for 4Ps draws Amazon buyers. Amazon is also recognized as the 4Ps
company. In the next part, several techniques and methods such as positioning, segmentation
and resources will be addressed.
2.4 Action
With an connected warehouse Amazon begins and gradually expands the reach to a broad
variety of product groups, letting other shops to sell and deliver their goods over the Amazon
marketplace. The network program can monitor the behavior of consumers in an attempt to
individualize their products to provide, according to user preferences, the correct product to
market segment.
AMAZON’S MARKETING ANALYSIS
"The best messaging strategies are not up-to-date, external and are in accordance with
customers ' preferences and aspirations," is the central theme of this article.
3.1. Amazon’s Internal Marketing Strategy
Both companies are based on customers in today's market landscape (Kaushik, 2013). An
significant factor is that the business staff are efficiently hired and are willing to work
successfully and satisfy the customer's demands. This top-down approach is an worldwide
campaign for the marketing of the company and its workers ' goods and services. The
approach involves capacity creation, efficient organizational collaboration and alignment that
makes workers grasp the whole communication organization. Walter et al. (1994)
recommend that the top leadership first take this into consideration to address the project.

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In the growth of Amazon's consumer-centered strategy internal marketing played essential
roles, helping to improve customer loyalty, establish a deep customer attachment, and
ultimately overcome rivalry. This indicated that rivals of Amazon have long been involved in
a nesting technical and technological ecosystem while Amazon has concentrated on
technology that serve its customers betterThis means that all staff will grasp this philosophy
in line with market desires as well as the objectives of the organization and thus, originating
with management. CEO Jeff Bezos (2017) said: "Our customers remain loyal to us until they
are really well handled by the second party. We are committed to our customers," said CEO
Jeff Bezios (2017). Rendering to Walter et al (1994), "Global promotion is the key to better
quality and is a product to external promotion" In order to advance customer loyalty and
outshine in international advertising, Amazon considered it essential for workers to
understand and satisfy consumer desires.
3.2. Amazon’s 4Ps
Here you can look at Amazon's marketing strategies as an alternative to gain customers. "The
worldwide customer-centred enterprise through which customers can search and find
everything they choose to buy digitally" is the Amazon Marketing mission (Bhasin, 2017).
As stated, Amazon has a variety of strategies and tactics as a global e-commerce business to
achieve inexpensive compensations over its rising contestants on the internet. The consumer-
centered business strategy of Amazon is projected to remember and win additional market
shares. The subsequent research will rely on the premise that the 4Ps of the advertising mix
are linked together to render the organization's advertising strategy actual. The Marketing
Mix Strategy, it is believed, enables advertisers to attain their competitive goals, position the
business on its board markets and have customer loyalty if properly achieved. (Chaplain,
2005).

STRATEGIC MARKETING OF AMAZON 11
Amazon’s Product
This plan stresses the quantity of goods a corporation provides its consumers. In Kotler,
2005, firms utilizing this mixing technique take note of their instruments, for example the
range, scale, style, products, brand name, packaging, machinery, etc.
Amazon aims to broaden and diversify its merchandise offering, including branded items and
services including Amazon new, film, web site, prime, multimedia material, etc. in adding to
the broad diversity of crops and services obtainable through the company online marketplace
(Fadikar, 2010). This supports the hallucination of the company to be more customer-centred
because diversification can satisfy the customers if they have many choices and can find what
they really want and need. It is obvious to Edward (2017) that change refers to business
demands and thus consumer loyalty. The growth of the company's portfolio has also
significantly increased the marketing mix. The organization also sells membership to goods,
which requires delivery charges for consumers who buy from their online platform.
At the additional side, Amazon helps other retailers to position and sell their goods through
their website and can boost or decrease consumer share from their affiliate retailers through
the inconsistent product price. This is also important that the organization verifies
consistency before publishing the goods of its partner shops.
In summary, Amazon's marketing mix is that productivity of new items in the e-commerce
bundle and represents the efforts of the organization to continually broaden its product
portfolio in instruction to gain new and current marketplace shares. However, Amazon will
take into consideration the price of items offered through Amazon's partner vendors.
Amazon’s Place
Awareness of all delivery networks, reach, sizes, sites, production, transport and logistics
(Mars Library, 2014).

STRATEGIC MARKETING OF AMAZON 12
Amazon's official ecommerce website and books from Amazon are primarily viewed by their
consumers as an online shopping company. In other regions, the organization has established
numerous physical libraries, though driven by customer preferences, enabling shoppers to
evaluate their goods before purchases.
Amazon’s Promotional
It depends on publicity, financial transfers, formation of revenues and public relations.
The commercial primarily uses many strategies to persuade consumers to connect and pay for
its web goods and facilities in the promotional mix. Promoting ads and public relations and
integrating targeted communication are among the most effective approaches.
The company uses the collaborator scheme to work with multiple website owners in a way
that provides profits from bought goods to display the product ads through links to the
website e-commerce portal. In order to support this approach, Amazon utilizes exclusive
sales or promotions to help the business meet its potential buyers. In turn, organizations
donate some of their sales to boost their credibility and strengthen the consumer's brand
through the smile of Amazon (Amazon 2017). The perceptions of buyers and the intention to
promote continued sales at the end of the day are influenced by all of these strategies.
In short, Amazon can easily connect with its target buyers to browse and purchase their goods
online.
Amazon’s Price
The goal of this commercialization plan is to increase market prices in a manner that attracts
customers. Amazon's method to attract shoppers from its different offerings, such as
discounts, prizes, paying periods and payment terms, which are available via the e-commerce
website, is the same as that of the price given on a single good / service (Bennett & Coleman,

STRATEGIC MARKETING OF AMAZON 13
2018). Amazon employs a more conventional mix of product selection methods, value-based
demand competition and market-based pricing. It is an analysis of competitive economies to
render the customer fairly priced.
However, Amazon also sets various rates for the same products. Quality discount. Amazon's
appetite for goods Ferguson (2017) has been shown to be separate from the UK and the US.
This strategy allows market adjustments dependent on economic considerations which is
complemented by a pricing mechanism focused on demand that takes into account
commodity worth and customer favourites.
This balancing method thus shows the flexibility of adjusting prices in order to bring more
buyers to the business. However, in order to sustain its business growth and upsurge its
marketplace portion, the increasing environmental dynamism and instability that lead to
greater pressures and eventual shifts in demand, forcing the organization to update its
Consumer Mix (Edward, 2017). Amazon should be mindful of the reality that customers also
want more consistency, versatility, and assistance and that they will maintain competitive
marketing opportunities by affordability and convenience for buyers under local
requirements.

STRATEGIC MARKETING OF AMAZON 14
3.3. Segmentation Strategy
To be modest, businesses must prosper and rely on profitable customers. In instruction to
survive in the worldwide economy. ZAMIN (2014) claimed that's the main concept by which
corporations should bargain with current consumers to obtain stable market shares. Their aim
is to guarantee that the consumer meets its needs. In strategic marketing, this is a term. When
goods or companies are of a common kind, the selling form of service is Dibb et al.,
2012.p.212.
Segmentation is a plan of contact that allows the clienteles more conscious of and cares about
their needs. After identification of and clustering of customers with specific criteria, they
should produce the correct products or services within each segment to fulfill their needs and
desires. Depending on the segmentation, a variety of variables can be created, such as
location, demography, consumer behavior, etc.
Segment Acquisition
A business has to draw new consumers, because new clients bring value to a commodity.
This strategy involves tactics and a cohesive plan to persuade clienteles to purchase the goods
and facilities of the business. As previously reported, the best solution to winning potential
consumers is to consider and spend more on gaining buyers than on revenue (Molly 2018).
Angela (2018) acknowledges how challenging the procurement of customers is, but advises
companies to first and foremost identify industry niches. The buying portion refers to the
creation of customer associations in conjunction with purchasing particular firms. The
segment gaining is seen as the process by which commercial frontrunners obtain a preferred
market share for a specific customer segment.

STRATEGIC MARKETING OF AMAZON 15
In the other hand, 65% of the demand come from existing buyers (Paula, 2018, though
recruiting new users is more competitive than maintaining them). The catering interest for
current customers is seen. For buyers no company flourishes, management must try to take
care of and fulfill the consumer's desires to retain potential to existing clients (Thomas,
20001; Winer, 2001).
Throughout this way it is perceivable that Amazón is perfect for attracting clients, as it has
made it convenient to buy from its website and has developed solid consumer ties such that
shoppers do not quit their homes. The company's willingness to benefit too much from the
consumer contribute to its innovation and user interaction policies. Automation also allowed
Amazon to quickly monitor the purchasing details the organization uses for its marketing
campaigns, e.g. warn its consumers about future sale, attach them to the list of email, and
submit a connection to Amazon blog and feedback on its website, so that consumers search
the website for ideas on similar items.
3.4 Targeting Strategy
Another advertisement campaign is aimed after consumer segmentation. Everything occurs
after you have established a commodity category to offer (Doyle and Stern, 2006). That phase
takes place. It approach measures the willingness of customers to fulfill their expectations
and desires and the capacity of the business to accommodate them. John (2017) claims that
the introduction of a targeting approach relates to the emphasis on a specific section of the
company's sales and marketing operations, and "Customers will have a commodity they do
not purchase which is important, otherwise."
At the other hand, segmentation is seen as a segregation that puts other clients that do not fall
under the segment out of focus, thus a lack of market opportunities.
As a regional e-commerce company, Amazon boards separate clienteles who concentrate on
their buying steps through a micro norm segmentation. The company also enabled its Internet

STRATEGIC MARKETING OF AMAZON 16
users to become long-term clients. However, the organization depends on digitally well-
educated clienteles since of its connected presence in industry. John (2017) argues that the
segmentation and positioning strategies of Amazon rely on the broadest market field.
Through incorporating multi-segment and versatile positions, the retail giant will do this.
Such citizens belong to both socioeconomic categories, including the higher and lower
classes. These are businesspeople or researchers who don't want to waste time attending a
traditional store, but may shop digitally easily. Amazon's clients could be those that search
that is why the store scheduled a few days to offer its customers a big discount for
promotions.
3.5 Positioning
When the target markets of a business became well identified, it began to deal on how
customers perceived the goods / services in contrast to other items in the marketplace. A
competitive strategy is applied to "the customer sees the commodity and other similar goods
present on the market" (AMIN, 2017). Since consumers take a commodity into consideration
in its advantages and characteristics, the business may use different characteristics, such as
price, cost, sentiment, commodity consumer, product usage, and features and so on as the
basis of a positioning strategy.
As this serves a number of buyers, Amazon would not be forced to sell its goods to physical
stores. Amazon also introduced exclusive E-Commerce portals for each nation to recognize
their variations and has established many Customer Centres, which accept consumers in their
mother tongue and company staff who understand consumers ' requirements.
This is a huge move forward in consumer service and comfort. A flexible framework, which
can service clients 24 hours a day and includes consumers in the company, is a strong
marketing technique. Amazon also introduced numerous local payment solutions in addition

STRATEGIC MARKETING OF AMAZON 17
to the launch of free delivery in 2001. In Fadikar (2015), the firm launched a postal order for
German and tests on French clients and the European courier in supplying domestic clients
are highlighted by the fact that it has been depending on the firm. This reliance on external
suppliers is still highly important. The activities of the business can be uncontrollable in
certain cases or cause extra expenses, which may be passed to the consumer. A common
example is where providing a product or service requires gasoline or other taxing costs that
cannot be borne by the corporation. In this situation, the burden is passed to the consumer, in
order to reduce customer loyalty due to the adverse impact.
Again, the provision of free shipping services can even erode business revenues, even if it is a
successful tactic to draw and retain consumers.
3.6 gaps analysis
The corporation also needs to effort with such organizations as public libraries in order to
allow shoppers to easily scan and find the Amazon website as the business has formed close
relations with its customers and third-party retailers.
Given that the company already operates in the retail sector, there is also a need for a new
digital marketing strategy as many existing retailers are now online to improve their
competitiveness.
3.7 Recommendations
In addition to the approaches and methods listed above, Amazon Goes Live would also boost
access to the website, popular services, rebate schemes, the latest EBC content test scheme,
news search advertising, paid sellers and consumer prime subscriptions. Amazon is expected
to start innovating and implementing customer-centered approaches.

STRATEGIC MARKETING OF AMAZON 18
In the next century, Amazon will add to its consumer offerings with the Blue Apron and
drone delivery (Johnson, 2017). This is hypothetical to draw potential buyers, improve their
loyalties and raise their incomes to recollect their competitive role.
As the 4P marketing approach in today's industry is becoming increasingly prevalent, both
businesses continue to remain consumer focused like Amazon. It ensures that Amazon will
maintain its importance, not dwell on its accomplishments. To achieve so, the business would
need to refine certain primary marketing blend elements and values such as tastes, productive
programming, pervasiveness and printing.
In current marketing strategies, consumer expectations are relevant because the desires of
consumers have an effect on their attitude and behavior. The business would only be worthy
of being successful in its communication campaign once it knows its clients ' tastes. For eg,
where a given consumer chooses online shopping instead of attending store or night sales,
email notifications through images, etc., then the business dataset will be appropriately
adjusted such that it can properly connect with that consumer, in particular taking care of the
right route, the right period and manner of purchasing. Although focusing on consumer
needs, the organization remains important and programmatic, productivity can be assured.
Programmatic, as described above, reveals how lucratively applicable validity can be
talented. Adapting consumer support expectations to include specific promotions can be both
time-consuming and costly, while leveraging programmatic programming to create a one-to -
one large-scale consumer partnership. Amazon also has to concentrate on gathering and
integrating data for real ads, all of which improve the marketing experience of its consumers
and which displays goods and services that really attract them.

STRATEGIC MARKETING OF AMAZON 19
In the other side, Amazon actively communicates to its clients and delivers the best response
as and where appropriate to the right people. It involves reaching consumers across both
channels and regular contact dependent on interests.
Ultimately, Amazon must also remember the highly important success of current market
reviews. A business mnemonic method will be useful to figure out how the communication
campaign successfully serves digital assets and produces acceptable consumer incentives. In
addition, it be contingent deeply on actual period knowledge and data-based strategies.
In brief, Amazon will rely on all four items in identifying resources, associates and network
systems, who would be on a smoother road for more successful marketing and consumer
interactions.
Competitive advantage of Amazon
Such confidence in outside firms will interrupt Amazon's deliveries, affect the standard of
merchandise or simply make service unregulated. Distribution to other suppliers Amazon's
worldwide advertising obligations have been compromised and customers who are not
pleased with the items/ services purchased from their affiliate sellers have been refunded,
because it allows more businesses to publish and vend their offerings on the Amazon E-
commerce sector.
The bigger the delivery network, the less Amazon's income. These deals allow Amazon to
retain its affordable costs, which transmits the savings to customers. The rigorous consumer-
centered methodology utilized by Amazon to evaluate the actions of the consumer ordering
based on expectations has led to their competitive advantage. The frequent purchasers at
Amazon.com are more than 50% of the market. Furthermore, Amazon has a strong place in

STRATEGIC MARKETING OF AMAZON 20
European countries and the U.S. and is one of the longest player’s active in the online market.
It is the foundation for the company's growth in new republics.
CONCLUSION AND RECOMMENDATIONS
Therefore, the company gives organizations a portion of its sales in order to increase its
credibility by helping Customers grin (Customers 2017), and boost the perception of its
buyers. All such strategies are structured to facilitate ongoing sales at the end of the day
through buyers ' preferences and wishes.
Within a word, Amazon can easily connect with its target customers so that they can order
and purchase digitally (Alalwan, Rana, Dwivedi, and Algharabat, 2017).
They has needed to deal for many new competitors as many mainstream companies are now
online since a big e-commerce business was formed successfully. This helps Amazon to be
revamped and adapts the content strategy to maintain concentrating on the customer-centered
approach. The 4Ps strategies in this sector are becoming increasingly popular, and the
company must be up to date to better consider its customers ' needs and desires to get the
media

STRATEGIC MARKETING OF AMAZON 21
Appendices

STRATEGIC MARKETING OF AMAZON 22
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