Posted by & filed under Part 4: Marketing Management, Part 5 Managing Technology and Information.

Description: The world’s largest retailer launches a price war against the Web’s premier bookseller as the crucial holiday sales period looms.


Date: 10/16/2009

Keys: Marketing (p387), Economy (p66)


Questions for discussion: 

  • Who do you think will win this battle for customers? Explain your answer.
  • Why is price so important in this situation?
  • Are the target markets that each company appeals to the same? Explain your answer.
  • How is buyer behavior important to understanding this story?

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