School of Business Administration_Theses Catalogue
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SCHOOL OF BUSINESS ADMINISTRATION
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B.A. in Marketing and Communications: Strategic Marketing Plan
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Supervisor: Chris Shallow
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YEARGRADECOMPANY NAMETHESIS TITLE (if different from company name)INDUSTRYSTUDENT'S NAMEADVISOR'S NAMESHELF MARKLOCATION
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2017
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McDonald's
Corporation
What should McDonald's change in their marketing and strategic plan in order to improve and maintain its competitive advantage and to regain a positive brand image.Nguyen, LoanMeissner, Gabriele
BA 2017
BA NGU
LIBRARY FRONT DESK
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Herbalife LTD.What strategic plan should Herbalife implement to improve its reputation, raise its revenues and become successful and respected company?Horska, NikolaShallow, Christopher
BA 2017
BA HOR
LIBRARY FRONT DESK
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A
Burberry
Group PLC.
Burberry's shares have dropped due to weak wholesale revenues in Asia. What strategic marketing plan should be implemented to improve its financial performance and gain a competitive advantage in luxury fashion market?Bui, Kieu TrinhMeissner, Gabriele
BA 2017
BA BUI
LIBRARY FRONT DESK
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A
L'Occitane
International S.A.
Which marketing strategy should L'Occitane implement to gain market share in Asia?Stratulat, MihaelaShallow, Christopher
BA 2017
BA STR
LIBRARY FRONT DESK
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A
British American
Tobacco PLC.
How can British American Tobacco maintain its market leadership while facing various external threats from increasingly extensive regulation and enhance its image as a responsible corporate citizen?Cao, Trang HienShallow, Christopher
BA 2017
BA CAO
LIBRARY FRONT DESK
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New York Times
Company
While the NYT faces decreased revenues from printed paper and advertising, which strategy should it implement to increase readership and how it should be positioned on the market?Lolua, MariamShallow, Christopher
BA 2017
BA LOL
LIBRARY FRONT DESK
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ACoach Inc.Which marketing actions embedded in its strategic marketing plan should Coach Inc. introduce in order to increase the annual growth rate significantly above 7% and thus create sustainable competitive advantage in the accessible luxury fashion brand segment?Pavlik, MartinMeissner, Gabriele
BA 2017
BA PAV
LIBRARY FRONT DESK
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Callaway Golf
Company
What marketing strategy should Callaway undertake to maintain their leading market position in stagnating golf market?Kebort, TomasFiala, Dan Ravick
BA 2017
BA KEB
LIBRARY FRONT DESK
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A
Compagnie Générale
Des Eablissements
Michelin SCA
Which marketing strategy should Compagnie Générale des Eablissements Michelin implement to sustain competitive advantage and sustain revenue growth?Menke, Katrin JuliaVondrackova, Sylvia
BA 2017
BA MEN
LIBRARY FRONT DESK
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Sodastream
International LTD.
What more actions should SodaStream take to further improve its financial performance within a highly competitive soft drinks market?Frantisova, AlexandraShallow, Christopher
BA 2017
BA FRA
LIBRARY FRONT DESK
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Prada S.P.A. Co.How Prada S.p.A. should change and implement their actual Marketing Strategy, in order to increase the Prada brand value?Livadaru, ElenaFiala, Dan Ravick
BA 2017
BA LIV
LIBRARY FRONT DESK
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Adobe Systems Inc.
Will the company's current subscription marketing strategy allow it to retain its customers and reputation, and is the same strategy applicable in the Virtual Reality market?Arkhangelskiy, AlexeyShallow, Christopher
BA 2017
BA ARK
LIBRARY FRONT DESK
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2016
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Lululemon
Athletica
Inc.
Which marketing strategy should Lululemon implement to gain competitive advantage and help ensure continuous revenue growth? Fening, EllenShallow, Christopher
BA 2016
BA FEN
LIBRARY FRONT DESK
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Twitter, Inc.How should Twitter cchange its marketing strategy in order to gain a sustainable competitive advantage that would ensure user-base growth profitability?Cibulka, JanVondrackova, Sylvia
BA 2016
BA CIB
LIBRARY FRONT DESK
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NvidiaWhat marketing strategy should Nvidia implement to achieve a sustainable competitive advantage in the semiconductor industry?Bushmakin, IvanShallow, Christopher
BA 2016
BA BUS
LIBRARY FRONT DESK
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A
Build-A-Bear
Workshop
How could Build-A-Bear Workshop increase its brand's awareness in the new and already existing markets in an effective and cost-efficient way?Savina, AnnaShallow, Christopher
BA 2016
BA SAV
LIBRARY FRONT DESK
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Take-Two
Interactive
What might be the best marketing strategy for Take-Two Interactive to maintain its competitive advantage in a highly competitive fast changing market?Zemlyanskiy OlegShallow, Christopher
BA 2016
BA ZEM
LIBRARY FRONT DESK
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A
Tractor Supply
Company (TSC)
Which steps should TSC as a retailer take in order to develop a stronger brand name and increase public awareness of its established sub-company in such a highly competitive market?Ruml, DanielShallow, Christopher
BA 2016
BA RUM
LIBRARY FRONT DESK
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2016Mulberry Group PLCWhat new strategic marketing approaches should Mulberry implement in order to improve its financial performance and ranking within the luxury fashion industry?Frankova, KristynaShallow, ChristopherBA 2016 BA FRALIBRARY FRONT DESK
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Barnes & NobleWhat strategic steps Barnes & Noble should take to regain a competitive advantage, increase its sales, gain success in the digital market, and differentiate itself from competitors?Zeinelova, BinurShallow, ChristopherBA 2016
BA ZEI
LIBRARY FRONT DESK
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Mercedes-BenzHow should Mercedes-Benz's car division modify its marketing strategy in the view of the current and forecasted changes in automotive technology?VU Khan, ToanShallow, ChristopherBA 2016
BA VU
LIBRARY FRONT DESK
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UPSWhat strategy should UPS implement in order to decrease its over-dependence on the US market and maintain a long-term sustainable completitive advantage in the light of Amazon's entry into the market?Reutskaya, MariaShallow, ChristopherBA 2016
BA REU
LIBRARY FRONT DESK
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Turkish AirlinesWhat marketing strategy should Turkish Airlines implement to gain a lasting competitive advantage in the airline industryRahmanova, ShirinShallow, ChristopherBA 2016
BA RAH
LIBRARY FRONT DESK
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KeurigWill Keurig's expansion to Europe, thrugh the acquisition of JAB Holding Company, be a successful strategy?Fernadnez, IsabelShallow, ChristopherBA 2016
BA FER
LIBRARY FRONT DESK
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Malaysia Airlined
Berhad
How should Malaysia Airlines Berhad change its marketing strategy in order to retain customer trust and achieve sustainable competitive advantage?Malyuga, VeronikaShallow, ChristopherBA 2016
BA MAL
LIBRARY FRONT DESK
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NupharoStrategic marketng plan for Nupharo a private Czech companyJureckova, KaterinaShallow, ChristopherBA 2016
BA JUR
LIBRARY FRONT DESK
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NetflixDoes Netflix marketing strategy need to change after penetrating current markets? If so, how does it need to change?Guryca, JanShallow, ChristopherBA 2016
BA GUR
LIBRARY FRONT DESK
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SkyWhat might be the best marketing strategy for Sky to maintain its competitive advantage in a highly competitive fast changing market?Bubigayeva, MeruyertShallow, ChristopherBA 2016
BA BUB
LIBRARY FRONT DESK
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2015
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2015NintendoArnautovic, SendinShallow, ChristopherBA 2015
BA ARN
LIBRARY FRONT DESK
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AGAP Inc.With increasing competition in the apparel industry, what strategies can Gap Inc. implement to strengthen its competitive advantage?Apparel & textile productsDilworth, JuliaShallow, ChristopherBA 2015 BA DILLIBRARY FRONT DESK
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Norwegian Air Shuttle ASAThe Chinese market is a very interesting potential market for airlines because of the emerging middle class and ever rising demand for flights to Europe. Which marketing strategy should Norwegian Air Shuttle ASA adopt in order to be succesful in entering Chinese market?Dudys, FilipShallow, ChristopherBA 2015
BA DUD
LIBRARY FRONT DESK
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ATrimoAn investigation of more effective ways of marketing of Qbiss One system in the Czech Republic in order to diminish the time of acquisition of a new partner/customer.Building Envelope SolutionsJamnicka, KristynaShallow, ChristopherBA 2015
BA JAM
NON-DISCLOSED UNTIL DEC 2018
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Blackberry LimitedBlackberry's sales declined by 69% due to high competition in the market and a lack of innovation when needed compared to the previous year (2014), (Blackberry Limited, 2015); therefore, what strategy should Blackberry develop and implement to increase its sales and regain its revenues?Kim, AlexandrShallow, ChristopherBA 2015
BA KIM
LIBRARY FRONT DESK
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AAmerican ApparelAn analysis of the strategic marketing plan of the American Apparel company and an examination of how the company can move forward from the crisisApparel & textile productsKovarikova, DitaShallow, ChristopherBA 2015 BA KOVLIBRARY FRONT DESK
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L'OrealStrategic marketing plan for L'Oreal group brand emphasis on the beauty industry CosmeticsLastras Melo, MariaVondrackova, SylviaBA 2015 BA LASLIBRARY FRONT DESK
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Brunswick Corporation: Life FitnessWith the growth in industry of leisure and recreational products new challenges have arrived, can the company gain competitive advantage by applealing to a wider audience through digital channel optimization?Health and FitnessPererva, AntonShallow, ChristopherBA 2015
BA PER
LIBRARY FRONT DESK
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ATescoIn 2015, Britain's biggest retailer Tesco plc reported its worst results ever, with a pre-tax loss of $9.6 billion (the sixth biggest loss in UK corporate history). How would Tesco change its marketing strategy to regain its competitive advantage in the UK?Saidova, MarikaShallow, ChristopherBA 2015 BA SAILIBRARY FRONT DESK
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Christian DiorWith which marketing and branding strategies can the company maintain its positioning as the ultimateluxury house designing haute couture pieces whilst, at the same time, still marketing and positioning itself as one of the leading luxury brands in a new digitalized world?Szuscikova, PatrycjaShallow, ChristopherBA 2015
BA SZU
LIBRARY FRONT DESK
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Blue NileStrategic marketing plan for online jewelry retailer Blue NileVoitehovschi, AlexandrShallow, ChristopherBA 2015 BA VOILIBRARY FRONT DESK
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AMarks & SpencerFor the first time in four years, Marks & Spencer's clothing sales rose (but by just 0.7%). What strategy should the company adopt and implement to gain a lasting competitive advantage in selling womenswear and increase revenues?Vitarigova, MalikaShallow, ChristopherBA 2015
BA VIT
LIBRARY FRONT DESK
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2014
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2014AElectronic Arts Inc.Which marketing strategies should Electronic Arts Inc. adopt to increase their customer perception?Video games; interactive entertainmentDvorak DanielShallow, ChristopherBA 2014 BA DVOLIBRARY FRONT DESK
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AKrispy KremeHow should Krispy Kreme implement a franchise program, which will not fail again?RestaurantGiorgadze, EllenShallow, ChristopherBA 2014 BA GIOLIBRARY FRONT DESK
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OriflameStrategic marketing plan for Oriflame brandCosmeticsHolubova, IvanaShallow, ChristopherBA 2014 BA HOLLIBRARY FRONT DESK
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AMichael Kors Holdings Ltd.Strategic marketing plan for Michael Kors holdings Ltd.Apparel & textile productsHorsakova, DenisaShallow, ChristopherBA 2014 BA HORLIBRARY FRONT DESK
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ABlackberry Ltd.An analysis of the strategic marketing plan of Blackberry Limited and examination of its current "turnaround" strategyCommunications equipmentKim, KonstantinShallow, ChristopherBA 2014 BA KIMLIBRARY FRONT DESK
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AFord Motor Co.Strategic marketing plan for the Ford motor companyAutomotiveKorshunov, KirillShallow, ChristopherBA 2014 BA KORLIBRARY FRONT DESK
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AMazdaAn evaluation of whether Mazda's marketing strategy matches its corporate strategy and its ability to create competitive advantageAutomotiveKosek, VladimirShallow, ChristopherBA 2014 BA KOSLIBRARY FRONT DESK
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ACarnival CorporationStrategic marketing plan for Carnival Corporation & PLCHospitality & tourismKubat, MichalShallow, ChristopherBA 2014 BA KUBLIBRARY FRONT DESK
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Restoration HardwareStrategic marketing plan for the home furnishing and decoration brand Restoration HardwareHome furnishing storesMrozek, MiloszShallow, ChristopherBA 2014 BA MROLIBRARY FRONT DESK
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Abercrombie & FitchAn analysis of the strategic marketing plan of Abercrombie & Fitch and an examination of the company's success in the future if it continues to use its currect strategyApparelMoudra, MichaelaShallow, ChristopherBA 2014 BA MOULIBRARY FRONT DESK
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ARWE GasnetAn evaluation of which marketing communications strategy RWE Gasnet should implement to position itself as an efficient reliable and professional distributor of natural gas in the Czech RepublicNatural gasNguyen, Nam BaShallow, ChristopherBA 2014 BA NGUNON-DISCLOSED UNTIL DEC 2017 (STORAGE)
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Yahoo!Yahoo! after Alibaba I.P.O., with Marissa Mayer at the helm: finding a firm competitive position for 2020Internet mediaPetrus, OliverShallow, ChristopherBA 2014 BA PETLIBRARY FRONT DESK
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AAcer Inc.Does Acer's strategic marketing plan offer a sustainable competitive advantage for the company?Computer hardware and storageProbst, TomasShallow, ChristopherBA 2014 BA PROLIBRARY FRONT DESK
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2013
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2013Salesforce.comStrategic marketing plan for Salesforce.comCloud computingAlieva, MilanaShallow, ChrisBA 2013 BA ALILIBRARY FRONT DESK
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Apple Inc.How can Apple maintain their market position, evading the constant threat from Samsung and Google?Hardware; communications equipmentDeda, DominikShallow, ChrisBA 2013 BA DEDLIBRARY FRONT DESK
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ANike Inc.Strategic marketing plan for Nike brand and whether the company's marketing strategy to be seen as lifestyle brand is successful or notApparel, accessories-- athletic footwear, sport equipmentsMatlochova, VeronikaShallow, ChristopherBA 2013 BA MATCURRENTLY UNAVAILABLE
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AAsosStrategic marketing plan for the pure play fashion retailer AsosClothing retailMeunier, MagdalenaShallow, ChristopherBA 2013 BA MEULIBRARY FRONT DESK
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ABernard, A.S.An analysis of the strategic marketing plan for the family brewery Bernard, A.S. and an investigation of how to change the brand perception from a premium brand to a cult brandBeverages, brewingNguyen Ba, VuongShallow, ChristopherBA 2013 BA NGULIBRARY FRONT DESK
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AMandarin Oriental Hotel GroupAn analysis of the strategic marketing plan of the Mandarin Oriental Hotel Group and an examination of why it appears to be less profitable in AmericaHospitality & tourismNguyen,Mai AnhShallow, ChristopherBA 2013 BA NGULIBRARY FRONT DESK
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AVictoria's SecretStrategic marketing plan for the lingerie brand Victoria's Secret: how succesful it is? How may it be improved? How may the brand be better positioned?Apparel & textile productsPaprzycka, ZuzannaShallow, ChristopherBA 2013 BA PAPLIBRARY FRONT DESK
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CallawayStrategic marketing plan for Callaway Golf CompanyLeisure productsPospisil, MartinShallow, ChristopherBA 2013 BA POSLIBRARY FRONT DESK
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ARWEHow to increase the volume of natural gas distributed through the RWE GasNet pipeline grid?Electric utlityPuchkova, SvitlanaShallow, ChristopherBA 2013 BA PUCNON-DISCLOSED UNTIL DEC 2017 (STORAGE)
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AWhirlpool corporationStrategic marketing plan for Whirlpool corporation, "How an old dog learned new tricks"Household appliancesRozman, IvanShallow, ChristopherBA 2013 BA ROZCURRENTLY UNAVAILABLE
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ASwatchStrategic marketing plan for the watch brand Swatch. What strategies does the Swatch brand need to implement for its revenue to increase? How may the brand be developed in watch industry?Watch manufacturingSilaeva, MarinaShallow, ChristopherBA 2013 BA SILLIBRARY FRONT DESK
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Tesla Motors CompanyA strategic marketing plan for Tesla motors companyAutomotiveSlezak, Matthew M.Shallow, ChristopherBA 2013 BA SLELIBRARY FRONT DESK
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Spotify Ltd.What makes the business model and marketing strategy of Spotify Ltd….Successful and what options does the company have in the futureMusicStolte, Charlotte LeaShallow, ChristopherBA 2013 BA STOLIBRARY FRONT DESK
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H&MStrategy marketing plan for H&M companyApparel & textile productsTashbulatova, SabinaShallow, ChristopherBA 2013 BA TASLIBRARY FRONT DESK
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APlzensky Prazdroj A.S. (Pilsner Urquell Brewery)A strategic maekting plan for Plzensky Prazdroj A.S.: how It has adapted to the changing environmentBeverages, brewingVajcner, DavidShallow, ChristopherBA 2013 BA VAJLIBRARY FRONT DESK
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AStarbucks Coffee CompanyStrategic marketing plan for Starbucks Coffee CompanyRestaurants-- coffee housesVucetic, FilipShallow, ChristopherBA 2013 BA VUCLIBRARY FRONT DESK
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2012
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2012Tiffany & Co.Strategic marketing plan for Tiffany & Co.Jewelers, silversmithsUhliarova, TerezaShallow, ChristopherBA 2012 BA UHL?
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