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Buy custom Has The De Beer Diamond Lost I

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Topic: Miscellaneous
Number of pages / Number of words: 5 / 1128
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Argyle has rewritten the books on the marketing of diamonds and in turn has caused De Beers' grip on the industry to loosen.

Argyle's entry into the market has changed the way in which customers are supplied and is one of the chief reasons behind its successful entry into the diamond marketing industry...

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The dictatorial style of marketing used by De Beers where packets of diamonds are shown at ?sights' and the customer must take what is offered with no possible negotiation is being threatened by Argyle's approach to marketing (Treadgold, 1999). According to the managing director of Argyle, Gordon Gilchrist, their marketing method has "aligned the customer and the supplier" (Treadgold, 1999)...

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