Contemporary Organisations Main Preoccupation Is To Achieve Flexibility Business Essay - Free Essay Example

Sample details Pages: 7 Words: 2176 Downloads: 8 Date added: 2017/06/26 Category Business Essay Type Analytical essay Did you like this example? Introduction Modern organisations have continuously come to exert and diffuse through human life. Therefore, these organisations need to be flexible and contemporary in order to satisfy the needs of human being. However, some organisations are far behind flexibility and most of them tend to be bureaucratic in nature. Don’t waste time! Our writers will create an original "Contemporary Organisations Main Preoccupation Is To Achieve Flexibility Business Essay" essay for you Create order If these modern organisations manage to achieve flexibility as one of their main preoccupation, the idea of bureaucracy to certain extent is not applicable. This journal will explain the bureaucracy concept and its limitations, if any, the primary objective of organisations whether to achieve flexibility or not and assess whether this theory is applicable or not. Nature of modern organisations and their bureaucratic nature Probably, Max Webers most prominent work of all time is his theory of bureaucracy. Modern administration and organisation in some degree are increasingly and inevitably bureaucratic according to him. This is true not only in the sphere of state, but in all domains of social life (R. Brubaker, 1984, p20). Well, what is bureaucracy at first place? Bureaucracy means the rule of officials based on rational logic (Giddens, 1997, p286). The expansion of bureaucracy is inevitable in modern societies, therefore bureaucratic authority is the only way of fulfilling the administrative requirements of large scale social systems. In fact, bureaucracy is not only a rational type of human organizations; it has the potential to provide the setting both for constructive human relationships and for individual creative expression and satisfaction (Jaques, 1976). There is an ideal type of bureaucracy as described by Weber (1978): There is a clear cut hierarchy of authority in an organisation whic h means, power tends to be concentrated on top of the hierarchical structure. Each member has a clear view what exactly they have to do, and there is job specialisation within the organisations. There is formalism which the organisation has a formally articulated and differentiated structure and rules are set in order to manage and regulate the whole organisation. There is separation between the tasks of an official within the organisations and the life outside. No members own and have any access to material resources, in the other words; members do not own the means of production. Modern bureaucracy is very effective in organizing and managing large number of people. It can be implemented through the process of continuity and consistency within the members of organisation. Moreover, there is career progression opportunities based on skills and credentials of individual and rewards are based on individuals performance. These skills are the primary factor of the social m obility within the organisation. Universities, political parties, economic enterprises, government agencies, hospitals, armies, are all subject to the inexorable advance of bureaucratization. There is a hierarchical structure on every university, for example. The power of Dean is concentrated on top of this structure. As a matter a fact, there is specialisation of work in which every member from the lecturers, students and even the staffs have their own role to play. Students cannot simply become a lecturer. It also consists of rules and sanctioned systems of procedures. Students must oblige rules set by the university or else, actions will be taken against them. Furthermore, each member do not own the material resources for example, students do not own the lecture notes and books. Government organisations hospitals for example are also bureaucratic in nature. Hospitals can be regarded as one of the most influential institution in human life. They are the one who deliver us i n this world, mark our progress through it and see us out of it when we die (Rowbottom, 1973). Hospitals like universities have their own, unique structure of organisation. Hospitals are large organisation which needs to be managed properly and carefully. Theory of bureaucracy was empirically tested by Hall (1968) in a study of 6 general hospitals in the Netherlands. A preliminary investigation of Halls scales for the dimensions of bureaucracy revealed that there is a hierarchy of authority, presence of rules, procedural specifications, and personnel standards of technical competence (Pool, 1982) which makes up the bureaucratic nature. Just imagine, the world organisations are run without bureaucratic principles? Chaos! People will not be rewarded or promoted based on their performance or skills. All the works done are worthless and the syndrome of nepotism will grow like a riot. Apart from that, most organisations will lack of accountability and integrity as one of the worlds g reatest nemesis bribery will be practiced among all members of organisations. People will do whatever it takes to get a better job, pay or even working condition and bribery is one of them. In fact, people do not have clarity of their job on what they suppose to do and as a result of this, level of turnover and absenteeism will arise. This brings negative impacts not only to the organisation itself, but to the economic growth as well. However these impacts are arguable by some of the sociologists who critique the work of Weber and often exaggerated. The limits of bureaucracy As far as how great bureaucracy is concerned, there are still limitations to it and its rationality. Bureaucracy sometimes regard as a tedious and ridiculous process by most sociologists (Meyer, 1985). There are too many paperwork or often described as red tape within organisations and therefore, a simple problem or issues can sometimes take ages to solve it. This is because, one need to follow certain formal procedures set by the organisation. Not only that, overtly bureaucratic organisations can lead to internal failures of functioning due to rigidity, inflexibility and uninvolving nature (Giddens, 1997). In fact, there will be an iron cage phenomenon where workers are dehumanized, alienated and impersonated (Mitzman, 1971). This is because they do not have any access to the material resources and means of production. They cannot throw any ideas or suggestions to the higher authority and their opinions are usually neglected. Furthermore, bureaucracy does not encourage any extra i nitiative, innovation and creativity as certain people only specialised in certain type of tasks. As a result of this, numerous organisations are overhauling themselves to become less, rather than more hierarchical and move towards a new approach of organisational design (Lawrence, 1958). Organisations are more flexible Modern industrial societies demand a more contemporary and flexible approach of organising a company rather than traditional, rigid approach. Flexibility here means there is room for advancement and improvement with a more fluid and mobile approach. Flexibility according to Atkinson (1984) can be divided into three types. The first one is the functional flexibility, where employees are assigned to different roles required by the market demand, not only one specific role described by Weber. Second one is the numerical flexibility which is the use of flexible contracts to allow staff fluidity responding to market needs. The last one is the financial flexibility where resourcing systems are used to allow cash flow flexibility. These three features are essential for contemporary organisations in order to satisfy the needs of their employers and employees. Organisations in modern society heavily depend on specialisation of knowledge and transmitting of information. Business corporati ons for example rely on these principles in order to compete with one another in a global marketplace (Caplow, 1964). There is always need for every large corporations to achieve flexibility because of the positive implications for workers in that particular corporations. There will in depth of job design and higher degree of specialisation can be learned by the workers. In fact, there will be clarity of goals, room for promotions and higher degree of accountability. There is also a room for creativity and empowerment which one can unleash their own potential and ideas. There will be a massive improvement in communication and interaction patterns between the bourgeoisie and the proletariat managers and lower class workers. Lower class opinions and ideas are important to the company as managers maintain close relationship towards them. As modern times required development of technology and information, people are now demanding more free time and flexibility in their life and the refore organisations must work to achieve that. Evidence shows that all successful companies are leading towards flexibility and without bureaucracy features at all. Google and Microsoft for example are two big, successful companies which influence human life a lot. Google is one of the largest search engines on the internet and Microsoft dominates the market from computer software to video games. So, what make them so successful? Flexibility of course! Their policies are very simple. People and workers have flexible working hours which they can choose from. Not only that, they can even work from their house due to development of technology. This is called as home office. People tend to spend more time at home working rather than have to follow all the bureaucracy principles like going to the office and attend a meeting. This is because; they can have a meeting through a technology called teleconferencing and skype video call from one person to another (Tilly, 2008). There are no c ertain rules to follow and managers can approve a certain contract or proposal through e mail. Their salaries are paid based on work basis. As long as the workers manage to accomplish a task and do their work, they will get paid which is fair enough to the modern world. This shows that without bureaucracy, organisations can become successful when they achieved flexibility. Anthony Giddens (1997) and Lyotard (1985) come out with an idea of Japanese model a model on how to run a business in modern world. Japanese companies such as Toyota, Mitsubishi, Honda, Sony and Canon are rapidly growing and become some of the largest companies in the world with a short span of time. These companies diverge from the Webers theory in several ways. For example, they practice bottom up decision making. They do not form any type of authority as Weber portrayed but, workers are consulted about policies and top management regularly meet with them. Secondly, there is less specialization of job but increasingly rotation and diversification of job. One person can actually acquire the skills of another and this can increase the productivity level of the company, thus minimizing social silos. Thirdly, there is job security which means that pay and responsibility are geared to seniority rather than competitive struggle for promotion. This will provide fairness and equity to the workers. Not only that, there is group oriented production rather than individual positions and this can challenge the iron law of oligarchy. By merging the work with private lives, management can provide for many of their employees needs and in return is their loyalty to the firm. Based on this particular evidence, the theory of bureaucracy is no longer applicable as organisations stray away towards flexibility, they become more independent, successful and less conflict arise within the organisation. Bureaucracy and flexibility need each other Giddens quote are networks involving a large amount of bottom up decision making, the path to the future, taking people completely away from Webers more pessimistic vision? (Giddens, 1997, p301). Well, such view needs to be revised again. Bureaucratic system nowadays in fact, is more fluid and less hierarchical forms of organisation. According to Foucalt, big organisations today are nowhere. This is because; some corporations remain strongly bureaucratic and centred in certain country. So, there is a milestone way to achieve flexibility and therefore the idea of bureaucracy is still applicable to certain extent. Most presumably the ideal type of organisation is when organisation managed to achieve flexibility and at the same time maintains some of the bureaucratic features. For example the Horizontal Organisation which is introduced by Ostroff (1999). In this model of organising, there is a bureaucratic role incorporated in specific value adding process. For example, job rotat ion and specification. Workers need to master certain skill for certain period of time before moving to other types of work. There is reward on the basis of performance without competition within age groups. Everybody has equal chance to get promoted. In contrast with that, Morgan (1998), in his idea of Contingency Theory claims that there is no best way to organize an organisation. Instead the optimal course of action is contingent and dependent upon the internal and external situation. In fact the appropriate form of organizing depends on the kind of task or environment one is dealing with. Conclusion Well, as mentioned earlier, it is wrong to say that bureaucracy is now diminished through the modern world. Bureaucracy is now more fluid and becoming more applicable to modern sciences. Only few large corporations manage to achieve flexibility and become successful. There is still no evidence on what will happen to them in the next 10 20 years. As a conclusion, even though few organisations manage to achieve flexibility like Google, it is still uncertain how long they can maintain their prestige and success. Only if flexibility is achieved, the ideas of bureaucracy maybe rejected to certain extent because if the idea is rejected completely, the organisations will not run completely and smoothly as they would have been because, somehow, they still need the bureaucratic features in the management and corporations.

Similarities and Differences Between Romeo and Juliet and...

1. How does civilization breakdown as time passes in RJ and LOTF? †¢ Montague and Capulet families have been bitter enemies for generations. †¢ Bitter hate even extend to the families’ servants who open the play fighting in the streets. †¢ Arguments end up in fights resulting in murder, followed by revenge and more murder – Tybalt kills Mercutio, Romeo kills Tybalt despite knowing that Tybalt is his new wife’s cousin. †¢ Juliet finds out that Romeo kills her cousin, but tolerates it. †¢ Juliet would rather die than marry Paris †¢ Romeo kills Paris †¢ Double Suicides – First Romeo, then Juliet after she wakes up †¢ No Parents are around for maturity and authority after the children arrive at the island †¢ Jack goes from hesitating to kill a pig†¦show more content†¦His gang grows more violent as they hunt more †¢ When Simon was coming back after his illusions with the â€Å"Lord of the Flies†, he is viciously attacked for being mistaken as the â€Å"beast† and is killed as a result †¢ At the end of the novel, Ralph was being hunted and was to be killed by Jack’s gang 5. Justice is weaker than hate in RJ and LOTF †¢ Because of the public feud between the two families, Romeo and Juliet has to keep their love and marriage secret †¢ Tybalt’s murder by Romeo is tolerated by Juliet †¢ Both lovers committed suicide for each other †¢ Ralph wanted to build more shelters and signal fires, but Jack disagreed and wanted to hunt †¢ Ralph, Piggy, and Simon wanted peace and cooperation, but Jack and his gang wanted violence †¢ Piggy and Simon died tragically, and Ralph was about to be killed as well 6. The quest for a good society is lost in RJ and LOTF †¢ Montague and Capulet families have been bitter enemies for generations. †¢ Families hate for one another even extended down to their servants and their friends. †¢ Each lovers’ parents were bitter and unforgiving which they did not hide from their children. †¢ Murder, Revenge, more murder, and suicide developed †¢ It finally took the deaths of their children to get the Montagues and Capulets to stop fighting. 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Organic and Inorganic Free Essays

Organic and Inorganic Evidence Johana Maria CRJ 311 Forensics Henry Johnson July 31, 2011 Organic and Inorganic Evidence In this paper I will decribe the difference organic and inorganic evidence. Compare the strengh and weakness that each have. The significance of either organic or inorganic evidence as it travels through the justice system from the crime scene to prosecution. We will write a custom essay sample on Organic and Inorganic or any similar topic only for you Order Now Some of the example of inorganic evidence is paint and glass. This two are the most important evidence that contains inorganic compounds. Paint tends to be inorganic in nature. The white, red, yellow pigments of paint is inorganic by nature. Organic compounds are based on carbon these are found only on living things. Inorganic is the opposite it doesnt come from living things its from synthetic fibers like polyester or nylon are carbon based but are not found in plants or animals. From a forensics science point of view both inorganic and organic compounds are very important when found in items of evidence. Organic compounds are extracted from living beings while inorganic compounds are created either due to natural processes or   in the laboratory. Inorganic compounds contain metal and other elements while organinc compound contain carbon. Another example is that inorganic compounds can make salt while organinc does not. Organic compounds are biological and inorganic are mineral in nature. Organic compound can form long and complex chain of molecules(hence form polymers) whereas inorganic compound does not have this capacity. Organic compound are source of energy for human life(as food) whereas inorganic compound act as catalyst. Inorganic trace evidence, which includes hairs, fibers, tool marks, allistics, glass, paint and other evidence that might be found on or around a crime scene. The second is organic trace evidence, which refers to trace evidence that comes from a human or animal. Fluid is organic compound. If is left at a crime scene this most likely will include saliva,semen,sweat, and vomit which it can be run through a large amount of test at the medical examiner lab. One of these is polymarking which is DNA. Fluids might also tell the examiner that if the fluids they found might have any type of disease or defect. It will also tell whether it was a male or female. In some cases fluid might give law enforcement an idea of how the crime occurred. Another exmple of inorganic evidence would be feces the composition varies widely depending upon the diet and health of the defecator, but broadly speaking fecal matter consists of water, inorganic salts, food residues, amino acids and digestive enzymes, cellulose and fiber; mucus, blood, bacteria, and parasites are also commonly present. There has been no reports of any scientific study undertaken to determine the health effects of customary shit-eating, but from the standpoint of contagion it is probably not a great deal more (though certainly it is not any less) dangerous than the consumption of semen, menstrual blood, etc. , all of which, as noted above, may be risky. Reference http://www. chem. kuleuven. be/research/coord/coc_eng/generalinfo/coc. htm Saferstein, R. (2011). Criminalistics: An introduction to forensic science (10th Ed. ). Upper Saddle River, NJ: Pearson Education, Inc http://www. interpol. int/public/forensic/ifs How to cite Organic and Inorganic, Papers

Consumer Behavior Organizations Procedures

Question: Discuss about the Consumer Behavior of Organizations Procedures. Answer: Introduction Consumer behavior is defined as the study regarding the groups, individuals and the organizations and the procedures that are used in order to select, use, dispose and secure the services, products, ideas and experiences in order to satisfy the requirements and the affects that these procedures have on the society and consumer (Potter 2012). Before this assignment, I have done another assignment on the topic How Marketers Change Consumer Behavior. During performing this first assignment, I had just started to study this marketing course and had just started to understand the subject. But now it has been for long time I am studying the subject marketing. Therefore, doing this second assignment seems to be much easier for me. Reflection on Change in Point of View My first or previous assignment was regarding the marketing topic How Marketers Change Consumer Behavior. The first assignment was done just after I have joined the course. Thus, my idea and knowledge regarding the particular topic as well as the subject was not much strong. During my first assignment, my concept was not so clear regarding the topic, thus I quoted that Marketers are responsible for influencing the consumers to buy their products. But in actual I should write this with a real life example in order to explain the statement in details. In my previous assignment, I mentioned that the marketers understand the need or demand of the customers and based on this the marketers manufacture the products or provide services. However, I did not mention that the marketers generally analyze their target markets based on the concept of segmentation, targeting and positioning. All these were due to the lack of understandability and knowledge regarding the topic. Nevertheless, in the r ecent days, with the passage of time I have gained knowledge thus it has helped me to change my reflection and also my point of view regarding the topic. Impact of Reading on Understanding Marketing It is commonly said that the practical knowledge is more important than theoretical knowledge. However, for my case, it is true that the theoretical knowledge helped me a lot in understanding the field and the subject. I was a layman and thus I had no ideas regarding the particular topic or field. I used to think that the selling and marketing is a similar matter. However, after studying the course, I came to know that the aspect of selling and marketing is totally a different factor. The term selling is defined as the last step of the commerce chain where a purchaser generally exchanges the cash for service and / or good of a seller, or it is defined as the activity of trying to bring about this (Otnes and Tuncay-Zayer 2012). On the other hand, marketing is defined as the activities of an organization that are associated with the purchasing and selling of service and/ or goods (Posner 2011). The department of marketing management of an organization looks after and handles various se ctors that is selling, advertising and also delivering of the goods to the people. Generally, the people who works in the marketing department of the organizations try to obtain attention of the target customers by using the packaging design, slogans, general media exposure and celebrity endorsements. The marketing concept is mainly consists of 4 Ps of marketing mix. These are - place, product, promotion and price (Malhotra 2013). By reading various books, articles and journals I have gained more knowledge. In addition to this, I have studied various terms and terminologies of marketing from the internet. This unlimited source also helped me to learn and gain more knowledge regarding the subject. The books from which I learned more or it can also be said that the books that helped me to learn and understand the subject as well as the topic and also helped me to gain more knowledge include Philip Kotler and Kevin Lane Keller. Reflection on Doing Things Differently In this course I have studied various units of marketing. This includes attention and comprehension, product knowledge of the consumers and the involvement, consumer decision marketing, influencing the behavior of consumer, classical and operating condition, product strategy and consumer behavior and market segmentation and positioning of product. Attention and comprehension In this unit I learned about the behavioral procedure of exposure that helps the consumers to come in contact with the information of marketing. This unit also helped me to understand the interrelated cognitive processes of attention that guides the customers to select some of the marketing information for future processing. On the other hand, comprehension helps the customers to interpret the meaning of the collected marketing information. Generally the concept of attention and comprehension are strongly influenced by mainly two internal elements. These are the level of involvement of the customers and the knowledge structures that have been activated in the exposure condition (Lamb, Hair and McDaniel, 2011). These factors are liable for influencing the ability of the customers and their motivation in order to interpret the information. For example, the behavioral procedure of exposure of the brand Patagonia helps its customers to come in contact with the marketing information. Product Knowledge of the Consumers and the Involvement In this unit, detailed study of the affective responses of the customers and also the cognitive responses to the goods has been highlighted. Generally, the customers do not purchase products in order to get attributes. However, the consumers think about the goods in terms of their undesirable and desirable consequences advantages and distinguished risks (Kotler and Armstrong 2014). The attributes of the product of an organization or a brand can be related to their personal consequences and self relevant consequences, objectives, values and needs. I have noted that attributes of some of the products are strongly related with the values and consequences and it has also been noted that some of the products are weakly related with the self relevant consequences. These are termed as high involvement and low involvement products. Therefore, for instance, it can be said that the products of the brand Patagonia are strongly related with the values and consequences. Thus, it can also be said that the products of the brand Patagonia is considered as the high involvement. Consumer decision marketing The procedure of buying decision of the consumers is composed of 5 steps. These include recognition of problem or recognition of need, information search, alternative evaluation, purchase decision, post purchase behavior. In this unit of consumer decision marketing, I learnt about various topics of marketing like internal stimuli, external stimuli, functional need, social need, need for change, Maslows hierarchy of needs, internal information and external information. In terms of consumer decision marketing, the consumer decision making is an important aspect as by this process the consumers can identify their requirements and demands, can collect information, can evaluate the alternatives and can make the decision of purchasing (Kerin, Hartley and Rudelius 2011). Usually, these actions are identified by economical and psychological factors and are influenced by various environmental factors like social, group and cultural values (Pride and Ferrell 2012). For instance, the tag lin e of the brand Patagonia influences the customers regarding decision making and thus it helps in consumer decision making. Influencing the behavior of consumer The behavior of the customers can be influenced by various factors. This helped me to learn and to gain more knowledge in the field of marketing. These include purchasing power of the consumers, group influence, personal preferences, economic conditions, marketing campaigns, benefits and attitudes of the consumers, perception of the consumers regarding the brand and its products and services (Keegan and Green 2013). It also includes motivation of the consumers also affect their buying nature, psychological factors, personal factors such as occupation, age, lifestyle, economic situation, personality, social factors include family, reference groups, roles and status and cultural factors like culture, social class and subculture. For instance, the tagline of the brand Patagonia has also positively affected the behavior of consumer. Classical and operating condition This unit helped me to study both the operant and classical learning. These learning are the psychological procedures which will lead to learning (Kotler and Keller 2012). This learning indicates the process that changes the behavior of the consumers. These include emotions, actions, responses of glands and muscles, thoughts and results from practice or experience. In case of the brand Patagonia, these learning help to classify the demands of the customers based on their actions and emotions. Product strategy and consumer behavior The product strategy is the establishment of a product life-cycle and the implementation plan for future development. This strategy allows a business to zero in a particular target audiences and put highlight on the customer and product attributes. Thus, it can be said that product strategy is related with the consumer behavior as depending upon the strategy of the product, the consumers decide whether to buy a product or not (Hood 2013). Therefore, it can be said that from this particular unit, I learned about the concept and importance of product strategy and consumer behavior. For example, the consumers decide to buy the products of the brand Patagonia depending upon the product strategy of the brand. Market segmentation and positioning of product In this unit I also gained knowledge about the concept of market segmentation and positioning of product. The concept of market segmentation is defined as the market strategy that includes the division of a wider target market into subsets of businesses, consumers and countries that have. It can also be defined as the target market that has common interests, priorities and needs. Thus, the marketers design and implement the various strategies in order to target them. Therefore, it can be said that in case of market segmentation, the marketers divide a market into many segments depending on the age, nature of the consumers, demographic and economic status of the customers (Hawkins and Mothersbaugh 2013). On the other hand, the positioning of product is defined as an important element of the marketing plan. The marketers use this element in determining the best method of communicating the attributes of products to their target consumers on the basis of the needs of the customers, compe titive pressures, and availability of communication channels and carefully design the primary message (Elliott, Rundle-Thiele and Waller 2012). For example the products of the brand Patagonia are spread across the country due to its good product positioning. In addition to all these units of marketing, I studied the unit named advertising and promotion. As I get interest in studying this subject, I studied this additional unit from which I came to know the importance of advertising and promotion in marketing and selling a product. This study will help me in my future studies and better understanding of the subject. Functions of Marketing Specialist When any organization needs unique and big ideas in order to raise the profits by increasing the sales of products and/ or services, they take help of the marketing specialist with the aim to assist the brainstorming and also implementation of news campaigns of marketing (Cateora, Gilly and Graham 2013). The marketing specialists develop, monitor and execute the plans of marketing by providing advice and direction regarding reaching the target market. The marketing specialists also help in overseeing a market campaign with marketing coordinator and marketing manager (Baines, Fill and Page 2011). However, it has been found that sometimes the duties of the marketing coordinator and the marketing manager overlap with each other but the duty of marketing specialist mainly highlight on a singular task. Nowadays, the marketing specialists play the supportive role; perform the duties starting from analysis of the market to the coordination of the events of marketing (Aaker 2013). Conclusion Therefore, it can be concluded that by studying all these units my concept regarding marketing and selling of products and/ or services have changed. Earlier I used to think there is no specific strategy for selling products but by these units provided me huge knowledge about marketing and selling and came to know that there are various strategies and concepts that guide an organization to perform better and also to earn profit. However, if I become a marketing specialist in future, then I will work across all the departments of an organization in order to fulfill the objectives of the firm. References Aaker, D. (2013).Marketing research. Hoboken, NJ: John Wiley Sons. Baines, P., Fill, C. and Page, K. (2011).Marketing. Oxford: Oxford University Press. Cateora, P., Gilly, M. and Graham, J. (2013).International marketing. New York: McGraw-Hill Irwin. Elliott, G., Rundle-Thiele, S. and Waller, D. (2012).Marketing. Milton, Qld.: John Wiley and Sons Australia. Hawkins, D. and Mothersbaugh, D. (2013).Consumer behavior. New York: McGraw-Hill Irwin. Hood, D. (2013).The marketing manifesto. London: Kogan Page. Keegan, W. and Green, M. (2013).Global marketing. Boston: Pearson. Kerin, R., Hartley, S. and Rudelius, W. (2011).Marketing. Boston: McGraw-Hill/Irwin. Kotler, P. and Armstrong, G. (2014).Principles of marketing. Upper Saddle River, N.J.: Pearson. Kotler, P. and Keller, K. (2012).Marketing management. Upper Saddle River, N.J.: Prentice Hall. Lamb, C., Hair, J. and McDaniel, C. (2011).Marketing. Mason, Ohio: South-Western Cengage Learning. Malhotra, N. (2013).Review of marketing research. Bingley, U.K.: Emerald. Otnes, C. and Tuncay-Zayer, L. (2012).Gender, culture, and consumer behavior. New York: Routledge. Posner, H. (2011).Marketing fashion. London: Laurence King Pub. Potter, N. (2012).The library marketing toolkit. London: Facet Publishing. Pride, W. and Ferrell, O. (2012).Marketing. Australia: South-Western Cengage Learning.