Marketing Management Paper

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Project Type: Unit 2 Individual Project

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Abstract

NOTE: no indentation is required. The next page will be an abstract; “a brief, comprehensive summary of the contents of the article; it allows the readers to survey the contents of the article quickly” (Publication Manual, 2001). The length of the abstract should be xx words (x sentences) depending on the length of the body of the paper.

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Introduction

Remember to always indent the first line of a paragraph (use the tab key). The introduction should be short (2-3 sentences).

Brand loyalty interview: the brand and its competition

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Analysis of interview: brand equity and brand positioning

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Brand research: market segments and targets

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Brand research: brand equity over time

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Brand research: brand positioning

Introduce the concept and cite the resources DO NOT use the exact words… be sure to indent the first line of the paragraph.

Conclusion

Add some concluding remarks-can be a sentence or two.

NOTE:

· If you are not at the end of page 6 with content, your paper is too short (if you used graphs or charts, your paper should be longer)

· Do not insert extra spaces between paragraphs to make your paper appear longer.

· If you are beyond page 9 with content, your paper is too LONG. Do not change the font or margins to make the paper appear shorter or longer

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General Form for Citation

 From the 5th Edition of the Publication Manual (© 2001)  

One Work by One Author

     Walker (2000) compared reaction time....

     In a recent study of reaction times......supported earlier research (Walker, 2000).

     In 2000 Walker compared reaction times.

Within a paragraph, you need not include the year in subsequent references to a study as long as the study cannot be confused with other studies cited in the work.

      In a recent study of reaction times, Walker (2000) described the method.......Walker also found....

 

One Work by Multiple Authors

When a work has 2 authors, always cite BOTH names every time the reference occur.

     Smith & Jones (2000) compared reaction time....

     In a recent study of reaction times......supported earlier research (Smith & Jones, 2000).

 

When a work has three, four, or five authors, cite all authors the first time the reference occurs; in subsequent citations, include only the surname of the first author followed by et al. (not italicized and with a period after "al").

     Wasserstein, Zappula, Rosen, and Smith (1994) found that    [Use as 1st citation text]

     Wasserstein et al. described  [Use as subsequent citation per paragraph thereafter]

 

Two or More Works Within the Same Parenthesis

Order the citations of two or more works within the same parenthesis in the same order in which they appear in the reference list.

     Past research... (Edeline & Weinberger, 1991, 1993).

     Earlier research indicated... (Balda, 1980; Kamilm 1988; Pepperberg & Furik, 1990).

If no author is stated: (Short Title of Article, year). The punctuation goes after the citation not at the end of the sentence

References

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General Form for Electronic References

 From the 5th Edition of the Publication Manual (© 2001)

NOTE: A reference list is presented alphabetically by author's last name  

Note: Some elements of the 5th edition's style guidelines for electronic resources differ from previously published guidelines. Electronic sources include aggregated databases, online journals, Web sites or Web pages, newsgroups, Web- or e-mail-based discussion groups, and Web- or e-mail-based newsletters. Online periodical:

Author, A. A., Author, B. B., & Author, C. C. (2000). Title of article. Title of Periodical, xx,        xxxxx. Retrieved month day, year, from source.

 

EXAMPLE:

Reinartz, Werner, Thomas, Jacquelyn S., Kumar, V. (2005). Balancing acquisition and

       retention resources to maximize customer profitability. Journal of Marketing, v69, Issue 1.

Retrieved 6/13/2005, from Business Source Premier.

Print Resource: http://owl.english.purdue.edu/owl/resource/560/06/

Electronic Resources: http://owl.english.purdue.edu/owl/resource/560/10/