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Case Study
1.
Yahoo! Inc.: Do You Yahoo!? campaign
Chris Amorosino, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.1849-1857
Yahoo!, one of the early stars of the Internet, was launched in 1993 as Jerry's Guide to the World Wide Web, offering early users of the Web a way to navigate the quickly expanding Internet ...

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Award-winning case study
2.
YAHOO! SEARCH: The new Yahoo! Search
New York American Marketing Association, Bronze Award, Effie Awards, 2004
The article describes how Yahoo Search’s dominance of the internet search brands was being threatened by Google’s rapid growth. The campaign objectives were to improve awareness, perception/conside ...

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