Instructions are below and with uploads

I need help with a Marketing question. All explanations and answers will be used to help me learn.

This discussion paper should be no more than 5-10 pages in length and double spaced. You are required to back up your arguments using outside resources both from the trade press and academic databases or sources. This is a discussion paper not a summary of the article. Please be familiar with the use of the library resources for online data and article research. You will need to cite all use of references using standard academic format in the marketing journals such as Journal of Marketing.

The article has been uploaded

This is the link to show how the references are to be cited according to the Journal of Marketing:

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