Book vs Movie, Disappointment in the Difference of Gone...

The first time I saw the film adaptation of a book I had read, I was appalled at the changes that had been made to the story. Both â€Å"Gone With the Wind†, the movie, and â€Å"Gone With the Wind†, the book, tell an epic story of life in Georgia at the time of the Civil War and Reconstruction Era and the effect of the war on the life of a spoiled Southern belle, Scarlett O’Hara. But there are significant differences in the characters, events and perspectives that made me realize that a screen adaptation will never be able to capture the details and background stories that are included in a novel. Characters . For those who have never read the book, the characters are defined by the actors who portrayed them and not necessarily by the way†¦show more content†¦This change completely altered the significance of the attack and the subsequent events. Events In the movie there are a couple of instances where the order of events is changed. For example, in the movie Melanie and Ashley get married first but in the book Scarlett and Charles get married first. Because Melanie was engaged first, it was protocol that she should be married first, but in the book Scarlett specifically planned her wedding to occur before Melanie’s. For the reader, this illustrates how conniving Scarlett was but the movie-goer does not get this insight into Scarlett’s personality. In the movie, Melanie is the first to donate her wedding ring to the cause, and Scarlett follows suit; in the book, Scarlett is the first to put her ring in the basket. Scarlett’s donation of her ring was not really a sacrifice because it didn’t have any sentimental value to her. In the movie, Rhett Butler returns the rings to both of the women but in the book he only returns Melanie’s ring. There are a couple of significant changes in the scenes regarding the escape of Scarlett, Melanie and Prissy from Atlanta. The importance of finding the cow as was completely understated in the movie. Melanie had no milk and her baby was starving so, without the cow, the baby would have died. .An event that was completely added to the movie was the rain storm they encountered night they escaped. There was no rain in the book.Show MoreRelated America Essay5829 Words   |  24 Pageswindow is left open, so the flag ripples in the wind. The day is hot. The Devil Winds are blowing off the Mojave Desert.) History is fabrication. History is betrayal. â€Å"What passes for identity in America is a series of myths about one’s heroic ancestors. America and Me (1) History is fabrication, coated with honey, and bubbled from all evil, in order to make life worth living. American History is no exemption. Our history books contain heroes. Men and women displayed to beRead MoreCoaching Salespeople Into Sales Champions110684 Words   |  443 Pagestremendous value for anyone who reads this book. If the reader will embrace Keith’s philosophy around coaching, they can certainly expect to win in all areas of their life, while making a profound and measurable impact on their salespeople’s performance and attitude.’’ Dr. Denis Waitley Best-Selling Author of The Seeds of Greatness and The Psychology of Winning ‘‘There is no other single activity to boost sales that works better than sales coaching and this book is the best ever written on how to do itRead MoreMarketing Mistakes and Successes175322 Words   |  702 PagesEDITOR George Hoffman Lise Johnson Carissa Doshi Dorothy Sinclair Matt Winslow Amy Scholz Carly DeCandia Alana Filipovich Jeof Vita Arthur Medina Allison Morris This book was set in 10/12 New Caledonia by Aptara ®, Inc. and printed and bound by Courier/Westford. The cover was printed by Courier/Westford. This book is printed on acid-free paper. Copyright  © 2009, 2006, 2004, 2001, 1998, 1995, 1992, 1989, 1986, 1981, 1976 John Wiley Sons, Inc. All rights reserved. No part of this publicationRead MoreCrossing the Chasm76808 Words   |  308 Pagesread the text of this e-book on-screen. No part of this text may be reproduced, transmitted, downloaded, decompiled, reverse engineered, or stored in or introduced into any information storage and retrieval system, in any form or by any means, whether electronic or mechanical, now known or hereinafter invented, without the express written permission of PerfectBoundâ„ ¢. PerfectBound â„ ¢ and the PerfectBoundâ„ ¢ logo are trademarks of HarperCollins Publishers. Adobe Acrobat E-Book Reader edition v 1. OctoberRead MoreDeveloping Management Skills404131 Words   |  1617 PagesSuzanne Duda Lead Media Project Manager: Denise Vaughn Full-Service Project Management: Sharon Anderson/BookMasters, Inc. 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Judge (2011) Organizational Behaviour 15th Edition New Jersey: Prentice Hall393164 Words   |  1573 PagesOne Lake Street, Upper Saddle River, New Jersey 07458, or you may fax your request to 201-236-3290. Many of the designations by manufacturers and sellers to distinguish their products are claimed as trademarks. Where those designations appear in this book, and the publisher was aware of a trademark claim, the designations have been printed in initial caps or all caps. Library of Congress Cataloging-in-Publication Data Robbins, Stephen P. Organizational behavior / Stephen P. Robbins, Timothy A. JudgeRead MoreProject Mgmt296381 Words   |  1186 Pages11.4 Risk assessment 11.5 Risk responses (.2–.1.2) 11.6 Risk register 7.1.2.5 PERT analysis 7.1.2.6.3 Contingency reserves 7.3.3.4 Change control management G.7 Culture awareness 1.4.4 Project offices 8.1.2 Continuous improvement 5.1 Requirements vs. actual [5.3] Chapter 17 Agile PM 6.1.2.2 Rolling wave This page intentionally left blank Project Management The Managerial Process The McGraw-Hill/Irwin Series Operations and Decision Sciences OPERATIONS MANAGEMENT BeckmanRead MoreTop 1 Cause for Project Failure65023 Words   |  261 PagesKeeping all stakeholders, sponsors and team members engaged and on the same page is one of the key roles of the PM. Communicating a clear, concise plan that addresses and overcomes poor expectations, requirements and results can many times be the difference between a failed and successful project. 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Heroes And Heroines Of The War - 5095 Words

AUTHORSHIP This specific document titled â€Å"Heroes and Heroines of the War† was created by Thomas Nast in 1864. Thomas Nast was born on September 27, 1840 in Germany, but six years later his family moved to New York to start a fresh life. Even from a young age, Nast was an avid drawer who later in life would make his greatest ambition into an occupation. He began his career as a political cartoon artist for the Leslie’s Illustrated in 1855 and then in 1859 continued his passion of illustrating at Harper’s Weekly. His work as an artist made a profound effect on many individuals and impacted how America pondered certain subjects. Nast was a dedicated northerner who believed the southern people were enemies who did not care for anything else,†¦show more content†¦The unity of the nation would become the concept that would have thought to be the ultimate cause of the war. The compact of different states built a strong interconnected nation. By producing this documen t, Nast hoped to encourage both men and women to stand for the reconstruction of the unison between the North and the South. His desire was to rally the northern individuals to take arms for President Lincoln and fight with their fellow brethren. Nast hoped to inspire people to seek their desires of joining the Northern army in some valiant manner to create an abundant and powerful mass. He certainly focused on the campaigning of women to take up the role of a nurse or leader in fundraising on behalf of the union soldiers. â€Å"Heroes and Heroines of the War† reflected the heart of what it means to be a contributor to society. The men of the North gathered together to bear arms with one another and fight for the reconnection of the nation. The image revealed the bravery of the men and the further need of assistance to win the battle. During this time period, women were considered to be the nurturing and caring person in the household. The U.S. Sanitary Commission allowed women to live up to their potential, but in a wider spectrum. Thomas Nast valued the compassion and the will power that was portrayed in the Sanitary Commission. The document demonstrated the value of women not just becoming a household concept, but spreading to a national level. People of this eraShow MoreRelatedThe Heroes Of The Epic Of Gilgamesh1215 Words   |  5 PagesHeroes and heroines have been gargantuan archetypes from prehistory to present. In modern times, the prominent heroes in literature and media are that of Ha rry Potter, Superman, Wonder Woman, and much more. There is good reason for this. In today’s sense, heroes and heroines are the epitome of what humans want in themselves. Noble, kind, selfless; these are all traits that embody the modern hero. This was not always the case, however. In ancient literature, the heroes are not good role models, mostRead MoreThe Tragedy Of The Great Depression902 Words   |  4 Pagesâ€Å"personal assertion of existential meaning in a universe of potential cosmic meaninglessness† (Mast, 246). In the adventure films and Westerns, heroes are willing to challenge authority for their personal beliefs and feelings. They take actions based on individual beliefs, definitions of right and wrong, and the urge to complete their personal goals and dreams. The helpless antiheroes in screwball comedies present the situation during the Great Depression from another aspect. They cannot make choicesRead MoreStar Wars : The Force Awakens1492 Words   |  6 PagesStar Wars: The Force Awakens â€Å"A long time ago, in a galaxy far far away†¦Ã¢â‚¬ , the writers and producers of the Star Wars saga have create adventures of heroes and heroines that conquer evil. Throughout history myths and stories have been used for entertainment, religion, and to illustrate cultural values. Joseph Campbell’s Heroic Monomyth is an analysis of the struggles and triumphs that a hero endures during his or her journey. The analysis identifies twelve common themes that are seen throughoutRead MoreMlan Vs Mulan790 Words   |  4 PagesEpic hero is described to be a leader whom has the authority and passion that is more substantial than ours. However, nowadays the modern-day heroes contribute to more than few of these preferences. In addition, we all have witnessed the Disney film â€Å"Mulan†. (The young Chinese girl who disguises herself as a man to prevent her father from fighting in the war.) Did you know that that was an actual potential person who lived long before the time of 336- 533 A.D. The history of Mulan came about inRead MoreFa Mulan Analysis1692 Words   |  7 PagesCivilizations, since the dawn of time, has relied on storytelling to pass down morals and teachings- stories of great heroes and beasts, of damsels and beautiful kingdoms. These tales captured the audience, leaving these souls in various forms of distinct emotion: happiness, sadness, awe. The larger-than-life creatures in these stories defined the belief of each society, their heroes and monsters told a wondrous tale of its golden age. An American mythologist by the name of Joseph Campbell changedRead MoreThe Movie The Hunger Games 894 Words   |  4 PagesWomen can also be heroes In every hero’s journey I’ve read in the past, the heroes are always the male character and there were never any females that were a hero/heroine. Joseph Campbell talked a little bit about the heroine, who is a female hero, and most people do not believe that women can be heroes. 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Rather than reflecting the pessimism of the Britons after being conquered by outside forc es, the tales reminded the people of the worthiness of their suffering as they connected to the heroes and heroinesRead More Mother Courage and her Children Essay example1551 Words   |  7 PagesMother Courage and her Children Mother Courage and her Children, by Bertolt Brecht, is a play which can be seen from varying perspectives. Some consider it to be a comment on the socio-economic aspects of war, others as a criticism of bourgeois capitalism intended to encourage change in modern society. The somewhat tragic events of the play enable critics to consider it a tragedy, but one which, to some extent, diverges from the Aristotelian definition. Aristotle believed that tragedy mustRead MoreEssay about Mother Courage and Her Children1589 Words   |  7 PagesMother Courage and her Children, by Bertolt Brecht, is a play which can be seen from varying perspectives. 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The Heart Of The Christian Faith - 1816 Words

At the heart of the Christian faith is an infinite, uncreated and immutable God. Along with these essential attributes of the triune God, there are also relational attributes that our God possesses as well. God is omniscient, omnipotent, and omnipresent. What makes these attributes relational is that they have to do with God’s personal relationship with us on Earth. God is omniscient, or all knowing. This Means he knows what we are thinking before we think it. He knows how we will react to something, before it even happens. Our God also has an omnipresent characteristic. This simply means that God is always with us, and always interacting with us. God is also omnipotent, meaning all powerful. God is powerful beyond what we can†¦show more content†¦These attributes are what set God apart from other Gods of hate and other sinful natures. Although these attributes can be distinguished they cannot be separated. This would cause the oneness of God to fall apart and be destroyed. The oneness of God can not be mentioned without covering the trinitarian nature of God. The trinity composed of God the Father, God the Son, and God the Holy Spirit. This is the uniqueness of the trinity, that God can be distinguished into three equal parts, but still retains oneness. There is unity and equality between the three parts of God, thus allowing each part to act separately, and together as one. Looking into the parts of the trinity we start with God the Father. The Father is eternally begotten, or without beginning and without end. The Fathers relationship to the Son and the Holy Spirit are quite similar. The Father eternally begets, or sends, the Son to us on Earth. Along with the sending of the son the Holy Spirit proceeds from the Father unto us. The Father is also the primary creator. This is not to say that the Son and Holy Spirit have not had a hand in this process, but the Father has been essential in the creating process. The Son who is eternally begotten by the Father also relates in other ways to the trinity. The Son also submits to the Father. This is not to be taken as the Son is less than the Father, as this would lead

Value of a SWOT Analysis for Amazon.com †MyAssignmenthelp.com

Question: Discuss about the Value of a SWOT Analysis for Amazon. Answer: Introduction and Background to the company Amazon.com,Inc, headquartered in Seattle, Washington, is essentially an American electronic commerce as well as a cloud computing corporation operating in the online shopping industry. Amazon, the tech giant is essentially the largest internet based retailer in the entire in terms of the total sales as well as market capitalization (Amazon.com 2017). Current Market: According to current industry reports, Amazon is a leading e-retailer in the United States that is close to US$ 136 billion during 2016 in terms of net sales. During the first quarter of the year 2016, the e-retailer essentially declared over and above 310 million dynamic customer accounts worldwide (Amazon.com 2017). Owing to the global scope of the company Amazon, it can be said that this company is one of the most valuable brands of the world. Product Lines: The products and services provided by the American organisation Amazon are as follows: -Retail Goods (customer electronics, DVDs, CDs, food products, baby products, heath as well as personal care items, industrial as well as scientific supplies, jewellery, musical instruments, automotive goods and many others. In addition to this, Amazon also has amazon.com Auctions that is essentially a web auction service. Furthermore, the company also launched AmazonFresh that is necessarily a grocery service offering perishable as well as non-perishable foods (Amazon.com 2017). In addition to this, Amazon also declared the launch of Vine.com for purchasing green products, counting groceries, household items as well as apparel. Amazon also offers certain exclusive services such as Amazon Prime that is a membership offering free two day shopping within the contiguous United States on all eligible procurements. Amazon also launched Kindle in the year 2007, an e reader under the product section customer electronics (Amazon.com 2017). Apart from this, Amazon introduced the digital conte nt (Amazon app system, Amazon Payments, e-books and many others), Amazon Games, Amazon Art, Amazon Video, Amazon Drive, Private Labels as well asexclusive marketing arrangements, Amazon Studios, Amazon Web Services, Amazon Local and Amazon Wireless among many others. SWOT Table Strength - Presence of strong background and availability of deep pockets- based on the early successes with books, Amazon now has different product categories that take into account electronics, toys, games, home, brown goods as well as white goods among many others. - Customer orientation- The robust customer relationship management system of the company Amazon has developed customer oriented processes in a bid to record specific data on buying behaviour of customers (Kotler et al. 2016). This helps in offering individual items, associated items, bundles based on preferences studies through previous purchases or else items visited (Amazon.com 2017). - -Cost Leadership: In a bid to differentiate, the management of the corporation has effectively developed different strategic alliances with other corporations to offer superior customer service (Goworek and McGoldrick 2015). - Efficient Delivery Network: With different strategic partners and owing to its Amazon fulfilment centres, Amazon has generated a deep as well as structured network of distribution in a bid to make the product available at remote locations. - GLOCAL Strategy: By way of utilization of the Go global and act local strategy, Amazon has effectively fought with the domestic e-commerce corporations by means of absorbing and by forming with supply chain corporations (Armstrong et al. 2015). - Acquisitions: Acquisition of corporations such as Zappos.com, IMBD.com and Junglee.com has proved to be successful as well as a revenue generating step for the e-commerce giant (Amazon.com 2017). Weakness - Shrinking Margins: Owing to extensive delivery network as well as price wars, the margins of Amazon are shrinking, that is directing to losses (Hollensen 2015). - Tax Avoidance Issue: Amazon has attracted negative publicity on account of Tax Avoidance in nations such as U.S as well as U.K. Majority of the revenue is generated from different well established and traditional markets. - High level of debt: In different developing nations, the company Amazon is still striving to make the business profitable. This in turn can affect the overall profitability of the entire group leading to high level of debt (Foxall 2014). - Product Flops: The company Amazon launched the fire phone in the market of U.S, that turned to be a bog flop. In addition to this, Kindle fire also failed to pick up as intensely as Kindle did. This, several number of flop products created a dent in the pockets of Amazon (Amazon.com 2017). Opportunity - Backward Integration- Amazon introduced several in-house brands in diverse product categories. This also has helped the company to differentiate their offering and make profits in highly competitive e-commerce markets (Kotler et al. 2014). - Global Expansion: Expansion primarily in Asian as well as developing economies can help Amazon as there are several markets with low competition industries and are not saturated as the developed economies. - Introduction of physical stores outside U.S- By introducing physical stores outside U.S, Amazon successfully engaged with the brand, leading to increase in repeat purchases and increase in the base of the overall customer base. Threat - Low barriers of entry in the industry- Low barriers of entry affect the present players of the business since more and more corporation implies tough competition, stiff price wars, shrinking margins as well as losses leading to questioning of the sustainability of all the players (Miquel-Romero et al. 2014). - Government regulations: There is lack of clarity on different issues associated to the FDI in diverse multi brand retail. This can prove to be a big hurdle in the success of the e-commerce players in different developing countries (Amazon.com 2017). - Local Competition: There are several local players that acquire bites from the overall market share, thereby, making it hard for a big player such as Amazon to generate profits (Nordhielm and Depena-Baron 2013). Market Description: The chosen market for the consumer electronics products of the company is selected to be Pakistan. Market Size: Electronics can be considered to be worlds largest industrial sector and most productive consumer market that has an annual turnover of US$ 1.5 trillion. However, Pakistan lacks suitable technology as well as expertise to establish a viable industrial base in electronics sector, since only 3%is contributed by this sector. However, the consumer electronics market is anticipated to grow at an annualized average rate of about 13.3% to $3.3 billion during the year 2016. Market Leaders: The market leaders in the consumer electronics market in Pakistan include DWP Group Pakistan, Concentration in Market: In particular, concentration in market is essentially a function of the total number of firms and their respective shares of the entire production in a market (Meffert 2013). According to the reports published by the Business Monitor International, it can be said that the market of consumer electronics items in the area of Pakistan that takes into account computing devices, diverse audio video product, televisions, and mobile handsets is proposed to be of the value that is around $ 2 billion registered during 2012. However, this is predicted to rise to 3.3 billion during the year 2016, as per a newly released report. Distribution and Industry Growth: As per reports, the growth of the customer electronics market in Pakistan is primarily driven by enhanced infrastructure in information technology and greater availability of credit. The considerable potential of the market is presently low due to the presence of a huge grey market, existence of very weak rights over IP (intellectual property), unsteady economic as well as safety conditions along with feeble channels of distribution (Baker and Saren 2016). According to reports, computers account for 17% of the market and audio-visual account for 36%. Findings Explanation of the SWOT Table: Based on the SWOT analysis and analysis of the customer electronics market in Pakistan, it can be hereby said that the development of the market essentially depends on actions to decrease the overall influx of unlawfully imported TVs along with fake brand mobile receivers. Nevertheless, it is estimated that the overall development will be driven by improved infrastructure of information technology as well as higher availability of credit (Keller and Kotler 2015). SWOT analysis helps in understanding the fact that low barriers to entry in the Pakistan market can adversely affect Amazon. In addition to this, lack of clarity on matters related to FDI might unfavourably affect the success of the company. However, expansion of the company and distribution of the customer electronics products in the market of Pakistan can be said to be aligned with the global expansion strategy of the company. In addition to this, the customer orientation strategy can also he lp the company to develop the products (Baker and Saren 2016). Recommendations Target Market: The target market for the consumer electronic items of the company Amazon can be classified based on market segmentation variables as stated below: Demographics: Particular characteristics that can be commonly utilized in demographics include age, income, race, gender, marital status, occupation as well as education (Baker and Parkinson 2016). The management of the company Amazon might possibly target the specific market of male consumers aged between 18 years and 35 years, starting the college goers to professionals. Lifestyle as well as psychographics: Lifestyle as well as psychographics can be considered to be an effective approach that can put emphasis on different shared actions, interests as well as behaviours of specific customers (Eastman et al. 2015). The management might consider studying the interests, opinions, attitudes as well as values of customers. This can help in designing the products as per the tastes as well as preferences of the customers. Geographic: The new market of Pakistan can be classified as per the size, population, density as well as different climatic factors such as traits of geographic segmentation, together with region or else location. As per the results of market analysis, it can be hereby said that this market will continue to be a hotbed of especially future demand. Unlike the markets of the developed nations in the nation, where the sales of the customer electronic items are fuelled by innovation, the success of the company in Pakistan will be based on offering maximum number of features at low cost (Baker and Parkinson 2016). In addition to this, targeting the rural market can prove to be different from that of urban market. Behaviouristic: The management of the company Amazon can consider behaviouristic strategy of segmentation based on the interests or else experience with the company or else products. Particularly, advantages sought, utilization, loyalty, and outlook or else status of customers can be considered as the common characteristics. This factor can help the management of the company to target a very broad market seeking different advantages, namely economy, routine, luxury or else status (Eastman et al. 2015). In essence, targeting novel prospects can be considered to be distinct from the way of targeting brand-loyal clienteles. New Product Description Designed for the identified target market Relevant marketing mix variables Product: the product mix need to support the mission as well as vision statement of the company and thus need to consider continued expansion as well as diversification of products. Thus, the consumer electronic items of the company now need to include not just online retail but also a variety of other items that can address the needs of the market. Price: The management of the company can focus on the pricing strategy that a corporation can use in selling the products. In particular, the management of the company can use low prices as a method of attracting customers to the e-commerce websites as well as product offerings (Keller and Kotler 2015). However, the management of the company can consider the prices of the competitors as a basis for pricing of different Amazon Basics Products. Place: The management of the company can consider the official e-commerce websites, Amazon Books (physical stores) along with others in order to reach the e-commerce consumers. The annual Amazon Services Summit organized in different locations can enable the organization to reach potential clientele in the new market (Baker and Saren 2016). Promotion: This component of the marketing mix essentially involves specific strategies as well as tactics that a corporation can utilize to communicate with the target market (Nordhielm and Depena-Baron 2013). The strategies along with tactics that can be used in promotional mix as per the e-commerce business include advertising, different sales promotion, public relations as well as direct marketing. Customer Value Proposition: Customer Value provided by your new product The features of the customer electronic items offered by the company can provide the flexibility to choose the alternative that best meets the needs of the customers. The authorised service of the company can deliver high quality services both pre and post sales by the company. The wide distribution networks and transportation facilities of the company can prove to be an effective proposition that are valued by the customers (Baker and Saren 2016). Way the new product fits with the SWOT analysis: Justification of the choice of new product using at least one strategy (S-0, W-O) The customer electronics items can fit with the SWOT analysis. The cost leadership, customer orientation strategy, strong brand equity and effective delivery network that are considered to be strengths of the firm can be properly aligned with the new product development strategy of Amazon in the new market of Pakistan. The opportunities of the company Amazon include backward integration, global expansion and introduction of physical stores. In this case, strategy of worldwide expansion is also in line with the new strategy of the company to expand in the new emerging market base of Pakistan. Thus, the delivery of high quality consumer electronic products at low prices can be said to be an effective strategy that are said to satisfy the needs of the market (as analysed using SWOT). References Amazon.com. 2017. Robot Check. [online] Available at: https://www.amazon.com [Accessed 3 Aug. 2017]. Armstrong, G., Kotler, P., Harker, M. and Brennan, R., 2015. Marketing: an introduction. Pearson Education. Baker, M.J. and Parkinson, S.T., 2016.Organizational Buying Behaviour: Purchasing and Marketing Management Implications. Springer. Baker, M.J. and Saren, M. eds., 2016.Marketing theory: a student text. Sage. Eastman, J.K., Eastman, K.L., Gleim, M.R., Lawson, S.J., Robinson, S.G., Huang, L., Moore, R.L., Moore, M.L., Shanahan, K.J., Horky, A. and Mack, B., 2015. Marketing management. Foxall, G., 2014.Strategic Marketing Management (RLE Marketing)(Vol. 3). Routledge. Goworek, H. and McGoldrick, P., 2015.Retail marketing management: Principles and practice. Pearson Higher Ed. Hollensen, S., 2015. Marketing management: A relationship approach. Pearson Education. Keller, K.L. and Kotler, P.T., 2015.Framework for Marketing Management. Pearson. Kotler, P., Keller, K.L., Ancarani, F. and Costabile, M., 2014.Marketing management 14/e. Pearson. Kotler, P., Keller, K.L., Brady, M., Goodman, M. and Hansen, T., 2016.Marketing management. Pearson Education Ltd.. Meffert, H., 2013.Marketing-Management: AnalyseStrategieImplementierung. Springer-Verlag. Miquel-Romero, M.J., Caplliure-Giner, E.M. and Adame-Snchez, C., 2014. Relationship marketing management: Its importance in private label extension.Journal of Business Research,67(5), pp.667-672. Nordhielm, C. and Depena-Baron, M., 2013.Marketing management: The big picture. Wiley Global Education.