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Running head: CASE STUDY: AMAZON COMMUNICATION STRATEGYCase study: Amazon communication strategyStudent’s name:Institutional affiliation:1CASE STUDY: AMAZON COMMUNICATION STRATEGY2Case study: Amazon communication strategyA. Summarize the Communication StrategyDamsch, Manfred discusses how innovative communication processes have helpedAmazon Corporation resolve the problem of low customer traffic to their website and products.The top reason Damsch, Manfred holds that position is because Amazon have dramaticallyincreased traffic of customers to their website, which has resulted in higher sales (Damsch,2010). A second reason Damsch, Manfred holds that position is because Amazon exhibits highrepeat sales, a show that they have good communication with their customers and clients. A thirdreason Damsch, Manfred holds that position is because their communication strategy hasstrengthened and broadened Amazon brand name, making it the wealthiest e-commercecorporation.According to the author, Amazon’s communication strategy mainly targets to increasecustomer traffic to their website, promote repeat purchases, create extreme awareness of theirproducts and services, strengthen their brand name and position in the market, and improveproduct revenues opportunities. They also strive to continually improve the customer experiencethrough communication, which has helped them to gain many new customers as well as maintainold customers (Damsch, 2010). Better cust ...
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