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	Amazon com
	SITUATION ANALYSIS In preparation for the crucial holiday shopping season of 2003, Amazon.com set out to create a promotion so compelling and innovative that it would dominate mass media coverage of online holiday shopping. ... The result was Amazons "Holiday A-List," a unique, long-term site event that provided Amazon.com customers with a gift of exclusive content from 64 celebrated actors, authors, directors, musicians, politicians and media personalities. ... RESEARCH Using primary research to study the results of promotions conducted earlier in 2003, the Amazon.com team identified a major opportunity: Amazon customers, and a wide range of media covering Amazon. Approximate Word count = 437 Approximate Pages = 1.7 (250 words per page double spaced)

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