Paper details:
Read chapters 1, 2, and 3 thoroughly. Take notes and highlight as you read the chapters. Then, pick one brand from the list below and investigate its product portfolio and website. You can learn a lot from a brand’s performance in the marketplace by analyzing its annual report and/or social responsibility report – which are usually found as links on its homepage – and by retrieving news stories related to a brand’s history, reputation, and campaigns

Identify and discuss items in chapters 1, 2, and 3 that best apply to the brand’s online activities in its attempts to foster stronger relationships with its stakeholders, and offer insights into its business model (chapter 3).

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