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The first important key point that is made is inbound marketing. Inbound marketing according the authors is described as a data-driven strategy that is holistic and it involves the attraction and the conversion of visitors into customers through personalized, relevant information. It involved three main themes that are extremely important when it comes to marketing; the first is to attract strangers and convert them into customers.
Lastly, after they have become customers, they will become promoters of the brand and these can be done through the use of a social inbox, smart content, and events. Inbound marketing can be described as an effective method for doing business online. Inbound marketing discards the old way of buying advertisements, paying for leads, and instead it focuses on the creation of quality content that helps in ensuring people understand the company and the product being sold. For example, sites such as Walmart.com have designed their websites in relation to quality content as compared to the traditional advertisement fashion.
The second important key point that can be adopted in the e-book is that as adoption of blogging as a marketing method grows, e-commerce marketers are by the day investing more heavily when it comes to the building of an audience and the provision of more entry points through either organic search or by frequently blogging (Mallikarjunan, 2014). For example, food blogs are known to redirect clients to restaurants where certain dishes are served.
The blogs are important as they redirect customers to the company’s website where they get more content regarding the company and where the company can sell to them whatever they are selling. Reading blogs has become a norm for most consumers, and consequently, a company hiring a blogger is important as it will in most cases help when it comes to increasing traffic that in most cases is translated to more potential customers. The bloggers should have creative content that addresses a broader range of customer education topics and which seems to lead the customers to the company parent website without seeming to do so.
The third important key point is that companies that focus on customer centricity can experience increased revenue. Some of the notable customer-centric activities include content and marketing automation that is intended to increase customer lifetime value (Mallikarjunan, 2014). The research shows that indeed companies that are customer centric are often more likely to seen an ROI from inbound marketing as compared to the sales-focused companies. The companies that are sales focused are significantly less likely to seen an ROI from inbound marketing.
Product focused companies can be said to be a customer centric, and this is because they are highly customer focused as they tend to look at the end user’s requirements, as well as their feedback. Therefore, there is a need for companies that are practicing inbound marketing to ensure that they focus on the customers and pay attention to their requirements and the feedback that they give.
The fourth important point is that companies whose focus is increasing the value of the current customers as compared to primarily focusing on new customer acquisitions are likely to get more value from the segmentation of their databases in order to engage in a more personalized marketing. Further, according to the statistics that are presented, companies that are often focused on the tracking and the increasing of customer lifetime value are about 790% more likely to see the segmentation of their customers (Mallikarjunan, 2014).
This is an important point to note given the high statistic and the fact that most companies do not take into account this important factor. The companies often use personalized marketing for their consumers and one of the main methods that markets often use when it comes to remarketing to their customers is the use of email for the existing customers. This is closely followed by the popular channel that is social media.
The fifth key point expressed in the book is that when it comes to the large companies, they have a 25% chance of using educational content in order to convert their contacts prior to a sale as compared to small companies. It is of the essence to comprehend that indeed coupons can be described as very low-barrier to entry for pre-transactional content.
It is, for this reason that most small companies are more often likely to use coupons as compared to educational content. The educational content is often expensive to write, and it requires a lot of resources that the small businesses do not have access to.
The author makes a very important point in regards to coupons, he argues that coupons can be very beneficial when they are used during the right proper buying cycle, however, when a company relies on coupons to fill the top of their funnel, they are only attracting what can be described as price-sensitive customers.
The sixth important point is that social media posts are often more effective when they are being used in a communicate manner as compared to offering educational content. This according to expert Morgan Jacobson is because there is the limited time in regards to exposure (Mallikarjunan, 2014). This, therefore, can be said to justify the popularity of email because many people can digest the information slowly.
It has been determined that most people often skim through their social media sites and consequently, it becomes foolhardy to give educational content in these sites. Therefore, business persons have been looking more effective in order to ensure that they can pass educational content to their consumers. It is understandable to note that E-books, as well as webinars and podcasts, are often harder to produce, and, therefore, it can be said that this might be the reason as to why they are lagging behind.
The seventh important key point in the e-book is that companies that spend less on marketing are more likely to rely more on coupons as compared to educational content. However, when it comes to the large companies, 50% of the companies are more likely to rely on coupons (Mallikarjunan, 2014). It is extremely interesting to note that indeed small businesses, as well as the large business, can be said to share this characteristic.
The author argues that when it comes to the small businesses, it might because they do not have the resources or even the time to create educational content. For the larger businesses, the lack of investment may stem from resistance because the company is seeing an ROI. It is the midsized companies that are more likely to invest in educational content.
There are several cart nurturing channels, and this is the eighth key point. E-mail is the most used channel that does not come as a surprise. Blogging follows secondly, and the direct phone call is the third (Mallikarjunan, 2014). The direct phone call is often used by B2B e-commerce companies and the number of companies that often use social media when it comes to cart recovery. E-mail is preferred being it has a wide readership and the persons that read the e-mails can fully understand the message being sent and can sit down and act on it.
Therefore, this might be the reason as to why many companies often send their materials of cart recovery through email. The use of blogs has been used, but it has not yet been exploited as that of e-mail (Mallikarjunan, 2014). It is important to note that indeed blogs pass messages, but there is no personalized touch when it comes to the blogs. For this reason, many companies do not fancy the idea of blogs.
Phone calls is an important way of following up as the customers often feel that they are respected and that they are valued. In fact, research has shown that indeed those persons that are called through the phone have a higher chance of becoming customers as compared to the people that are not called.
Therefore, phone calls are important. However, there are times when they can feel like an intrusion, and this becomes a big deal because they feel that their privacy has been intruded. Coupons can be described as gratifying solutions and, therefore, it comes as no surprise that they are the most popular (Mallikarjunan, 2014).
Greg Wise a principal e-commerce inbound marketing expert argues that it is surprising that indeed 14% of marketers are currently doing abandoned cart nurturing by using direct mail. This he argues is not a typical channel that is often associated with near-real time requirements when it comes to abandonment nurturing (Mallikarjunan, 2014).
The internet has created an entirely new economy, which by its growth and sheer size has already changed the perception of the traditional way of doing business. E-Commerce is currently one of the biggest phenomena in the world today. It has a globally felt impact all over the world. Over the years, the internet has had a very big impact, and it has grown significantly. Most organizations have found it necessary to incorporate it into their businesses.
The incorporation of E- commerce in business has made businesses more exciting and innovative. Before E- commerce was introduced, businesses were much slower and far more cumbersome. Business transactions took a very long time to complete. Today, however, business transactions are only a click away.
It is important to understand that indeed companies like Amazon and E-bay have been able to successfully create domination on areas, where in a few years ago, the brick and mortar companies were considered untouchable.
However, it is of the essence to comprehend that to be successful on the internet; one does not need to be a giant but rather be smart and wise. Many small, as well as mid-size companies, have managed to build online businesses in a profitable manner. In fact, studies have shown that indeed small as well as mid-size companies are the future of e-commerce.
Freestyle solutions are a printing company that can be put in the middle-size companies. The company deals with printing of any materials. It is often used by publishers as well as individuals that want to print information.
It has a strong online presence and in fact 75% percent of their sales come from their website. There are very many benefits of e- commerce that have accrued to the company because of using in-bound marketing. Some of these advantages include an increase in the number of clients that visit the site.
This is because the content is well organized, and it is easy to navigate the site. Further, in Freestyle solutions the clients having a much wider range of products to choose from. With e- commerce, it is impossible for one company to monopolize any industry, and this is beneficial to the consumers and small and medium size companies such as Freestyle solutions. The use of e- commerce gives Freestyle solutions gives an edge over the others as the company is better able to serve its customers. It enables them to access all they need at the touch of a button. E-Commerce has completely changed the way people live and the scope of business.
There are several things that the authors should have added in regards to E-commerce in the E-book. The privacy issue should be discussed as it is the biggest worry amongst potential e-commerce customers (Schneider, 2008). The fundamental privacy aspect should arise from the degree of access. An efficient website will have to limit the amount of users who log in to view its contents.
This can be achieved through remitting user names and creation of passwords. This will help to evaluate the amount of users who visit their websites. It will also control the privacy of information. This is because information will be accessed by individual who completed their pay packages.
Another feature for a website that is serious about sustaining its privacy is through the acquisition and incorporation of software that can delete the history of the activities conducted by its clients (Schneider, 2008). A striking exemplar is the privacy guardian for personal computers. This will help to ensure that the information accessed prior to usage by another user is eliminated. This sustains the privacy by limiting the contents of the websites on the basis of necessity of information.
Another aspect of a protected website emanates from its characteristics. This means that it does not contain pop-ups that prompt the viewers with suggestive remarks. A protected website would incorporate software to limit this type of pop ups, which are usually a nuisance to the users.
Another Key aspect that should have been addressed in the book is the issue of data and system integrity. Some people are very concerned about the integrity of the system and the safety of their data in these networks. This is because there are very many viruses that plague these systems, making it almost impossible for people to trust these systems. New computer viruses are identified on a daily basis.
These viruses may cause many and unnecessary delays, storage problems, data corruption and many other problems. There is also the possibility of hackers accessing important files online. This needs not be a concern. There are very many software that have been developed for this very reason. With the right software, one can completely protect their data from any external intruders.
Another issue that should have been included in regards to e-commerce is the fact that it is expensive to maintain. Many companies that have succeeded at e- commerce initially had to dig very deep into their pockets to get started. Many small organizations that try to compete with big businesses in e- commerce are likely to fail. This is since it is easier for the big businesses to handle this type of business than it is for the small ones.
This, however, is not true. For any business to succeed in any business venture, they need to ensure that they have the right strategy and that they can market their products effectively, regardless of the business size.
There is the use of survey methodology. The experiment involved 1,099 participants that included business owners, CEOs, marketing directors, practitioners, and managers. The sampling method in this survey was incentive and was not random (Mallikarjunan, 2014), it consisted of voluntary sample with the participants expressing their willingness to participate through e-mail. The incentive for participating in the survey was to either win a free iPad or $500.
Mallikarjunan, S. (2014). The State of E-Commerce marketing .
Schneider, G. P. (2008). Electronic Commerce. Cengage Learning.
Ecommerce is now a resident term that refers to selling and buying goods over the internet. Using ecommerce is beneficial to start ups and small enterprises in various ways. First, the platform enables the small business to compete against the bigger firms in the industry since it is a platform that offers level playing field for all the market players. However, over the years various aspect of ecommerce has been realized leading to the reevaluation of the viability of the internet based business models and internet based enabling environments for business. The paper seeks to address the question of whether ecommerce is a viable approach of attaining the desired growth.
Key words: ecommerce, small firms, growth
E commerce is now a resident term that refers to selling and buying goods over the internet. The notion of conducting the business over the electronic media emerged in the late 20th century in the so-called dot.com startups. The dot.com bubble bust after most of the startups failed leading to questioning of the idea of e commerce in general. People worried whether this was just but another hoax generated by the unscrupulous business people to pry on the innocence of the hapless members of the society and the wannabe business executives. However, over the years various aspect of e commerce has been realized leading to the reevaluation of the viability of the internet based business models and internet based enabling environments for business. The paper looks at how the concept of e commerce has been used by the businesses to grow. Briefly, the paper seeks to answer the question of whether e commerce leads to business growth for the involved companies. The research paper will focus on using data based findings to explain the instances whereby e commerce has been applied to attain growth.
E commerce is a phenomenon that has been seen as a hoax by some and a gold mine by the others. The concept is viable since some of the major business in Forbes 500 have been built around e commerce such as eBay and Amazon.com. Recently, smaller business has sought to leverage on the advantages presented by e commerce to attain growth. The paper seeks to address the question of whether e commerce is a viable approach of attaining the desired growth. This paper will use real life businesses to explain the instances when growth has been mainly attributed to the ability of the company to use e commerce.
Scarborough, et al., (2009) suggest that the ecommerce platform is viable model that most start up companies can use to come up with profitable businesses. The authors opine that the startup can be applied in various way to ensure that the business has a global presence and that it is not limited by the geographic boundaries associated with the conventional ways of doing business. The authors also posit that the best way of a small company earning credibility in the market is through ecommerce.
Gray & Apalla (2012) opine that small firms have increasingly understood the advantages of using the ecommerce platform to propel the desired growth levels. Ecommerce enables firms create constant customer relationship, which enables the firms to provide products that re specifically designed to meet the market needs. This leads to the creation of customer loyalty, which ensures that the small business has a base that cannot be encroached on by the large firms easily. Ecommerce attains this though the collection of data and storage in a data warehouse. Collection of data is reliant on the successful use of the information collected from transactions carried out on the ecommerce platform. The authors also posit that the ecommerce model catapults the small business in the same playing field with the major and more established organizations. This aspect is mainly attributed to the aspect of the business is that there are not major investments needed to create the business.
Corbitt & Al-Qirim (2004) argue that the small and medium sized entities have to use different ecommerce models that suit their product offerings in order for them to ensure that they have a continued market for their commodities. B2B business model is called for since it ensures that the small companies have the necessary connection with the large firms who could be the suppliers in the value chain. Linking up ensures that the small companies eliminate the intermediaries in the value chain that often constrain the ability of the small firms to deliver their products at competitive prices. However, the authors identify that there are numerous limitations that face ecommerce, which may limit the growth strategies based on the model. Some of the limitations are technical while others are nontechnical.
The research was conducted using a desk research approach. The data used was collected from credible secondary data sources. The main reason for choosing secondary data collection was the cost efficiency of the approach given that there are travelling costs associated with this mode of data collection. It was also convenient since the internet-based searches were mainly used in coming up with the recent data on the trends in the industry. Data analysis was conducted using comparative analysis whereby correlation analysis was used to identify presence of a relationship between two variables under research and the strength of the association. The findings were presented in a report format in the expected outcomes section of the research paper.
Electronic commerce is an alternative way of conducting business that seeks to sell goods and series over the internet. It is the second option of carrying out business as opposed to using the traditional face-to-face business meetings, mailing, or selling goods and offering services in a physical store (Zappalà & Gray, 2006). The conduction of business via the internet can fundamentally affect the way a small business operates. The internet has the potential of boosting the financial performance of the firm.
Using ecommerce is beneficial to start ups and small enterprises in various ways. First, the platform enables the small business to compete against the bigger firms in the industry since it is a platform that offers level playing field for all the market players. This helps the small company overcome the traditional restrictions imposed on to it by the limited financial resources. The small firms no longer have a local market focus. In an instant, they are capable of becoming international players (Scarborough, Wilson & Zimmerer, 2009). The geographic boundaries are no longer significant in the business plan since the small business has a potential of reaching virtually all customers. For instance, beauty encounter has reaped the benefits of ecommerce since the company has been able to reach the market that is traditionally run by the so-called giants. The company that is based in south California has been able to take on the big players and attain the desired growth levels. The business, which started out as an organization with three outlets in 1980 was later, revolutionized in 1999 through the creation of an online division. This approach helped the organization supersede the limitations that it faced in its startup days.
The other advantage of the online start up is that the business models allow the small businesses deal with the early cash flow problems that emanate from a long sales cycle. Ecommerce reduces the time between the receipt of an order and conversion of the sale into cash. The ecommerce systems can be designed to expedite the receipt and order processing such that the entire process takes the minimal time possible. Shorter sales cycles translate into quicker handling of orders and improved cash flow to the organization (Zappalà & Gray, 2006).
Ecommerce also facilitates the small business to build on one of their traditional advantages, which is customer relationship management. Electronic customer relationship management helps the organization deal with issues of customer relationship management in a quick and effective manner. Customer centric data warehouses are designed to archive all the data relating to customer purchases and preferences. This data is analyzed to create product offers and sizes that are designed to enable the management meet the expectations of the customers. Products and offers can be tailored to meet the requirements of the different types of customers with ease.
However, often the entrepreneur may decide to stick to the traditional business models since the ecommerce platform has some limitations. Limitations of the platform cab are classified into technical and non-technical. Technical limitations are the costs associated with the creation and maintenance of a website, lack of sufficient bandwidth to maintain a consistent website and the ever-changing nature of the technology (Corbitt & Al-Qirim, 2004). The non-technical aspects include the concerns by customers on their privacy, the security of the internet operations run by a company from hackers and challenges presented by the global nature of the operations such as language barriers, cultural connotations and the legal frameworks. however, the business that have been able to surpass the limitations and leveraged on the advantages presented by the ecommerce platform have been able to reap benefits with the following statistics indicating the various ways through which the industry has been able to grow small businesses into global power houses as far as the business success goes.
Corbitt, B., & Al-Qirim, N. (2004). E-business, e-government & small and medium-size enterprises (1st ed.). Hershey PA: Idea Group Pub.
Scarborough, N., Wilson, D., & Zimmerer, T. (2009). Effective small business management (1st ed.). Upper Saddle River, N.J.: Pearson Prentice Hall.
Zappala`, S., & Gray, C. (2006). Impact of e-commerce on consumers and small firms (1st ed.). Aldershot, England: Ashgate.
The place chain of restaurants are eateries located in New York. The chain is operated as a company. The mission of the restaurant is to provide the patrons with home style cooked oriental foods. This restaurant seeks to leverage its success on the ability of the staff to come up with perfectly cooked meals that resemble the oriental cooking. Dishes served in the restaurants are assorted from the different nations from Asia, however, for a variety purpose, the restaurant also serves one local mea per day.
Location of the restaurant is strategically arrived at with all the outlets located in close to shopping centers. This location decision is made with the population from which the clientele will come from in mind. All restaurant outlets have ambience to attract the diners with the average space being 3300 square feet. The restaurants also have outside sitting facilities for an outdoor dining experience. Some of the restaurants are located close to residential areas. Income in the close by residential areas is median. There is also a university near one of the restaurants hence the decisions to include the takeout option in the ordering.
All restaurants are operational all the week opening at 8 am and closing at 9pm. The decision to operate the restaurants within the said times it to ensure that it caters for the needs of the people in all the serving hours. Internal layout of the restaurant is designed to facilitate seamless processing of the customer orders. Comfortable yet dynamic furniture caters for the needs of the experiential people while maintaining the oriental feel.
Music played during the meals is selected with the clientele in mind hence the music is mainly oriental but there is occasional hits song break. All the restaurants are equipped with wireless internet connectivity facilities to cater for the people that would love to work while eating. The main selling point of the restaurant is its ability to provide an experiential dining. The restaurant chain is open to all the people who wish to have an oriental dining experience that is different from the normal experience in the generic oriental restaurants.
The orient place restaurant chain seeks to sell its brand as the ultimate dining place for the patrons that are out looking for a unique dining experience. The creation of the experience is a perceptional approach and the main focus of this dimension of marketing is the customer. The restaurant chain seeks to provide the patrons with a unique experience starting from the way they order the food serving and aftersales services (Gospe, 2008). When the clients enter into any of the establishment under the orient place brand, they should be received in a different manner. The restaurant manager should welcome the first time dinners when possible.
Repeat customers ought to be made to have the feeling that they are valued members of the orient place culture by ensuring that they are catered for according to their preferences. Interest in the progress that they are making in their personal lives may be called for depending on the level of interaction between the repeat client and the manager (Mooradian, Matzler & Ring, 2012). This approach to managing the client relations will lead to more repeat business for the organization. It will also serve as a basis for the product promotion.
Conforming to market trends
All business models are affected by globalization in one way or the other (Gospe, 2008). The organization seeks to bring the concept of globalization in practice by ensuring that the oriental foods are not associated with the people from the orient only but also the people from other cultures. This focus is different from the one employed by the competitors who base all their operations on the orient ideal. The orient place will break this trend by including different foods from each part of the world.
Many people are being inclined towards technology and the internet. The place restaurants include the Wi-Fi connectivity in order to be conversant with the global trends. This addition is different from the one found in the common oriental restaurants. The internet connectivity will make the outlets attractive to the people that would swish to continue working while they eat
Speed and quality of service
All the staff members will be trained in two international languages. This is in line with the goal of the restaurant catering for people from all the cultures (Mooradian, Matzler & Ring, 2012). Including the languages from other parts of the world is strategic since it makes communication with the people possible. Ability of the attendants to communicate with the clientele effectively is one of the quality dimensions. Speed of taking and delivering the orders will be observed since it is also a quality dimension (Gospe, 2008). Delivery of the packed orders will also be handled in an expeditious manner. All orders will have a specified time when they can be delivered and in the event that the order is not processed within the set time, the client will be refunded the full amount he or she paid for the delayed order.
Gospe, M. (2008). Marketing campaign development (1st ed.). Cupertino, CA: HappyAbout.info.
Mooradian, T., Matzler, K., & Ring, L. (2012). Strategic marketing (1st ed.). Boston, MA: Pearson Prentice Hall.
What is a SMART Objective?
SMART is an acronym that stands for Specific, Measurable, Achievable, Relevant, and Time-bound. It is a criterion that is used to guide objectives in various professions, e.g., project management (MacLeod 2).
Mission Statement – Life is good: “To the power of optimism.”
In this mission statement, the objective is to inspire positivity and optimism in our clients.
What are the six steps for a project risk plan? The six steps in risk management are:
a)Identifying the risk
b)Analyzing the risk
c)Prioritizing the risk
d)Assigning ownership of the risk
e)Responding to the risk
f)Monitoring the risk
The project was on ART therapy and sought to show that when a person properly takes their AR, they significantly reduce the risk of transmission to others, i.e., “Undetectable = untransmittable.” The potential risks include transmission if the infected partner does not fully adhere to the medication, development of resistance, and non-compliance. Preventable measures include full compliance with the medication regime and use of protection. The trigger points include non-responsiveness to medication.
What is a WBS, and what role does it play in team projects?
WBS is the acronym for Work Breakdown Structure. It organizes the deliverables of a project into separate elements (Haugan 17).
1. It is critical for analysts to understand the culture of an organization because it affects the behavior of the organization and is the platform for initiating change if necessary (Watkins, “Harvard Business Review”).
2. A Gantt chart is a bar chart that illustrates a project’s schedule. In some instances, they are used to show the start and end times of a project, and this is important in organizing multiple tasks into one document (Gantt.com, “What is a Gantt Chart?”).
3. Management opinions can sometimes be unfair, for instance, when a project is given very limited time-frame. By using a Gantt chart, the analyst can educate management executives to allocate the proper time so that all variables are considered, and the project is not rushed (Gantt.com, “What is a Gantt Chart?”).
4. Two key benefits of organizational charts are (1) it visualizes information, and this makes it easier to build and design an organization’s structure to meet the objectives of the business, (2) it helps employees know their responsibilities and rights, among many others (Steiger, Hammou and Galib 45).
5. Politics determine a lot of things in the workplace. For instance, it determines how decisions are made and how employees interact with each other (Zeiger, “The Impact of Power and Politics”).
A6. Because this allows the analyst to know which employee has the best skill set for the job.
A7. Face to face meetings provides the analyst with valuable insight that may not be discernible on the papers of the interviewees, e.g., attitude, interpersonal skills, etc.
A8. JAD sessions involve the client and the end user collaborating to develop an application. These sessions are better than interviews because they are two-way traffic and uses the input of both parties. JAD sessions speed up the definition process of projects but can be time intensive because the input of key players must be considered (Mochal, “JAD sessions”).
A9. The roles that are key to effective JAD sessions include executive sponsor, manager/lead sponsor, the user, IT representative, and facilitator (Chen, “JAD sessions part 2 – Roles”).
A10. Management guides help in increasing productivity. One way it achieves this is by distributing strategic goals through the organization (Simple HR Guide, “Purpose of Performance Management”).
Chen, Anthony. JAD Sessions Part 2 – Roles. 2015. 21 January 2018.
MacLeod, Les. "Making SMART Goals Smarter." Goal-setting. 2012.
Mochal, Tom. JAD sessions will speed up the project definition process. 10 December 2002. 21 January 2018.
Purpose of Performance Management. 2016. .
Steiger, Jen S., Khalid Ait, Hammou and Hasan Galib. "An Examination of the Influence of Organizational Structure Types and Management Levels on Knowledge Management Practices in Organizations." International Journal of Business and Management 9.6 (2014): 43-58.
Watkins, Michael D. What Is Organizational Culture? And Why Should We Care? 15 May 2013. 21 January 2018.
What is a Gantt Chart? January 2018. 21 January 2018
Zeiger, Stacy. The Impact of Power and Politics in Organizational Productivity. 2018. 21 January 2018.
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