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Essay / Research Paper Abstract
This 10 page paper considers how marketing along with corporate attitudes have changed in the wake of events such as the bankruptcy of Enron and WorldCom and the terrorist attack on the World Trade Centre on September the 11th 2001. The paper looks at the attitudes and pressures and how they have manifested in marketing campaigns. The bibliography cites 7 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEseptma.rtf
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Unformatted sample text from the term paper:
it was not only the aspect of increased vulnerability that was felt, and a realisation of external criticism for American values, but an increased awareness of different perspective and the
way in which corporate behaviour was seen. The ripples have since been magnified with a string of events that further highlight the shortcomings of western systems. The failure of Enron
and the collapse of WorldCom have further decreased the trust that is placed in large corporations by different stakeholders such as consumer, employers and other businesses. In both of these
cases there were misleading figures that have had the impact of creating a higher level of distrust. These different events have all come together and changed the way in marketing
takes place creating new challenges for marketers who need to focus on different values in the way that they will portray any company. In todays market there are a different
set of values that have become more apparent in the end user. For the company to maintain or gain market share they need to recognise and embrace the new values
that are demanded. This does not mean order values are lost, merely that priorities have changed and individuals or companies and organisations as consumers have an increased awareness of less
tangible aspects, such as corporate governance and ethical and moral responsibility. One trend that has been taking place has been a move in the model of corporate governance that is
portrayed to the consumer. Corporate governance has generally divided into two schools, that of shareholder wealth maximisation (SWM) and that of corporate wealth maximisation (CWM). These are not patricianly new
schools of though and many of the arguments are not new but the way they are presented is changing. The school of
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