In this week’s discussion, you’ll share one annotation using the sample provided in the assignment description as a model. This will be your initial post. Be sure to provide a complete reference in APA format, a one-paragraph summary of the source written in your own words, an interesting quotation using the author date format, and conclude with an assessment and explanation of how the source will be used.
- The correct APA-style reference
- A summary of the source, written in your own words (never copy the abstract)
- One brief, interesting quotation, introduced with a verb phrase, author/date citation, and page number
- An overall assessment of the article and an explanation of how it will be used in your report or proposal
Example
Tamaddoni, A., Stakhovych, S., & Ewing, M. (2017). The impact of personalised incentives on the profitability of customer retention campaigns. Journal of Marketing Management, 33(5/6), 327–347. https://doi.org/10.1080/0267257X.2017.1295094
Summary: This article contends that while there have been many studies made on “churn” (p. 328), the term used to describe loss or turnover of customers, there has been very little research on strategies to reduce churn. The authors contend that offering incentives may help companies to retain customers but that such incentives must be individualized based on customer buying habits to be effective. In other words, not all customers are equally worth retaining.
Interesting Quote: Tamaddoni and Ewing (2017) point out an often overlooked fact: “It is plausible to have a customer who is likely to churn and who is also not profitable” (p. 332).
Assessment: This well-researched and authoritative source will be very useful for my formal report, which focuses on increasing customer loyalty at the company where I work. It will support my point that our efforts should focus primarily on retaining our most profitable customers.
The topic is: changing the corporate enviornment into a socially conscious business that effectively addresses earnest social justice issues in the area