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BUS C106 Business Presentations Honors

Instructors: Butters, Deeds, Guschwan, Land, Landis, Funk

Option #2: 20th Anniversary New Customer Campaign

Article Search

Business Source Complete, ProQuest Business and EBSCO Management are examples of literature databases. In databases like these, the language you use when searching matters more than you might think. Use the tips on the Effective Searching tab to improve your results.

For this concept Start with words like
Millennial Families ("millennial families" OR "millennial parents" OR "millennial moms" OR "millennial dads")
socially responsible companies ("mission driven retail" OR sustainab* or eco* or "fair trade")
soaps and haircare ("personal care" or haircare or "hair care" or skincare)
Consumer psychology ("consumer attitudes" or "consumer behavior")
Purchase drivers ("purchase intention" or "path to purchase" or "willingness to pay" or "shopping journey")
Mobile/online shopping (mobile or online or ecommerce) and (shop* or purchas*)
20th Anniversary ("corporate anniversary" or "anniversary marketing" or "nonprofit anniversary" or "anniversary campaign")

Doing multiple searches and looking at several pages of results is the key to success. Mix and match keywords from the case document with other concepts to create searches like these:

("millennial families" OR "millennial parents" OR "millennial moms" OR "millennial dads") AND ("mission driven retail" OR sustainab* or eco* or "fair trade")

("personal care" or haircare or "hair care" or skincare) and (mobile or online or ecommerce) and ("consumer attitudes" or "consumer behavior")

Note: Not every combination of search terms will be useful, and these suggestions and examples are not exhaustive: You will need to come up with additional terms for other ideas you are interested in researching.