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In Cases in Marketing Management and Strategy. Vol. 4 edited by Catherine KilBride and Gerry Mortimer. Dublin, Marketing Institute, 2004,pp.214-246. ISBN:0952907666


In February 2004 the CEO of Buy4Now, Ali Murdoch, finds himself in the enviable position of having several growth avenues and opportunities for company expansion to pursue. Domestically, he has issues such as customer acquisition and retention, new processes such as Central Checkout technology, growth in the adoption of broadband technology, the addition of new partners to the portal and the management and growth of advertising revenue demand attention. Recruiting additional staff is also on the agenda for 2004 across several functional areas.

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