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Welcome! This research guide was created for students in Professor Gilbart's Marketing 101 course
You have a marketing strategy paper on the "keys to longevity" where you will research the long-term success of an American brand. You will analyze why the company has endured, look at it's current marketing strategy and propose your own idea to keep it relevant going into the future. It requires background research into the history of the company, along with its target markets, customers, and brand image and tone.
This guide is a customized resource for this particular course and assignment.
If you have any questions or trouble, feel free to contact your librarian in person, via email or through the library's virtual services.
The Pause That Refreshes © 1960 The Coca-Cola Company
