Provided Academic Case Study:
Christodoulides, G. (2009). Branding in the post-internet era. Marketing theory, 9(1), 141-144, doi: 10.1177/1470593108100071
Provided Online Blog:
Amazon is taking away the power of brand names, throwing another industry into turmoil
Retrieved from https://www.marketwatch.com/story/amazon-is-taking-away-the-power-of-brand-names-throwing-another-industry-into-turmoil-2017-07-10
BRANDING LESSONS FROM CHINA’S ALIBABA
Retrieved from http://adage.com/article/global-news/alibaba-teach-chinese-brands/295115/
eBay Australia launches major brand campaign as it readies for Amazon arrival
Retrieved from http://www.thedrum.com/news/2017/09/04/ebay-australia-launches-major-brand-campaign-it-readies-amazon-arrival
THE ABOVE ARTICLES FORM THE BASIS OF YOUR CASE STUDY
1. Select one major issue relating to brands and brand communities and use this as a framework to compare and contrast the marketing approaches of online retailers Amazon, eBay and Alibaba.
