Thursday, August 27, 2020

Battle of Amiens in World War I

Skirmish of Amiens in World War I The Battle of Amiens happened during World War I (1914-1918). The British hostile started on August 8, 1918, and the main stage adequately finished on August 11. Partners Marshal Ferdinand FochField Marshal Douglas HaigLieutenant General Sir Henry RawlinsonLieutenant General Sir John MonashLieutenant General Richard Butler25 divisions1,900 aircraft532 tanks Germans Generalquartiermeister Erich LudendorffGeneral Georg von der Marwitz29 divisions365 airplane Foundation With the annihilation of the 1918 German Spring Offensives, the Allies quickly moved to counterattack. The first of these was propelled in late July when French Marshal Ferdinand Foch opened the Second Battle of the Marne. An unequivocal triumph, Allied soldiers prevailing with regards to driving the Germans back to their unique lines. As the battling at the Marne faded around August 6, British soldiers were getting ready for a subsequent ambush close Amiens. Initially brought about by the authority of the British Expeditionary Force, Field Marshal Sir Douglas Haig, the assault was proposed to open rail lines close to the city. Seeing a chance to proceed with the achievement accomplished at the Marne, Foch demanded that the French First Army, just toward the south of the BEF, be remembered for the arrangement. This was at first opposed by Haig as the British Fourth Army had just built up its ambush plans. Driven by Lieutenant General Sir Henry Rawlinson, the Fourth Army expected to skirt the ordinary starter big guns assault for an unexpected assault drove by the huge scope utilization of tanks. As the French needed enormous quantities of tanks, a barrage would be important to mellow the German resistances on their front. The Allied Plans Meeting to talk about the assault, British and French authorities had the option to strike a trade off. The First Army would partake in the attack, in any case, its development would begin forty-five minutes after the British. This would permit the Fourth Army to accomplish shock yet license the French to shell German situations before assaulting. Preceding the assault, the Fourth Armys front comprised of the British III Corps (Lt. Gen. Richard Butler) north of the Somme, with the Australian (Lt. Gen. Sir John Monash) and Canadian Corps (Lt. Gen. Sir Arthur Currie) toward the south of the waterway. In the days earlier the assault, outrageous endeavors were made to guarantee mystery. These included dispatching two forces and a radio unit from the Canadian Corps to Ypres with an end goal to persuade the Germans that the whole corps was being moved to that territory. Moreover, British trust in the strategies to be utilized was high as they had been effectively tried in a few confined ambushes. At 4:20 AM on August 8, British ordnance started shooting at explicit German targets and furthermore gave a sneaking flood before the development. Pushing Ahead As the British started pushing ahead, the French initiated their primer siege. Striking General Georg von der Marwitzs Second Army, the British accomplished total astonishment. South of the Somme, the Australians and Canadians were bolstered by eight contingents of the Royal Tank Corps and caught their first targets by 7:10 AM. Toward the north, the III Corps involved their first target at 7:30 AM in the wake of progressing 4,000 yards. Opening a vast fifteen-mile long gap in the German lines, British powers had the option to shield the foe from mobilizing and squeezed the development. By 11:00 AM, the Australians and Canadians had pushed ahead three miles. With the adversary falling back, British mounted force pushed ahead to misuse the penetrate. The development north of the stream was more slow as the III Corps was upheld by less tanks and experienced substantial obstruction along a lush edge close Chipilly. The French likewise had achievement and pushed ahead around five miles before sunset. By and large, the Allied development on August 8 was seven miles, with the Canadians infiltrating eight. Throughout the following two days, the Allied development proceeded, however at a more slow rate. Outcome By August 11, the Germans had come back to their unique, pre-Spring Offensives lines. Named the Blackest Day of the German Army by Generalquartiermeister Erich Ludendorff, August 8 saw an arrival to versatile fighting just as the principal huge acquiescences of German soldiers. By the finish of the principal stage on August 11, Allied misfortunes numbered 22,200 executed injured and missing. German misfortunes were a surprising 74,000 slaughtered, injured, and caught. Trying to proceed with the development, Haig propelled a second attack on August 21, with the objective of taking Bapaume. Squeezing the adversary, the British got through southeast of Arras on September 2, constraining the Germans to withdraw to the Hindenburg Line. The British accomplishment at Amiens and Bapaume drove Foch to design the Meuse-Argonne Offensive which finished the war later that fall. Chosen Sources History of War: Battle of AmiensFirst World War: Battle of AmiensBritish Army in World War I: Battle of Amiens

Saturday, August 22, 2020

Short Story the Most Dangerous Game Free Essays

Sanger Rainsford is an American tracker (p. 68) and book-writer(p. 71) in the short story â€Å"The Most Dangerous Game†. We will compose a custom paper test on Short Story the Most Dangerous Game or on the other hand any comparable point just for you Request Now Rainsford was abandoned on the island â€Å"Ship-Trap Island† because of his yacht falling into pieces from hitting the obscure, inconspicuous banks in the water(p. 69). Rainsford was the main overcomer of the wreck. When Rainsford was walking on the island, he followed strides paving the way to an unpredictable house. Much to his dismay that he was strolling into the home of General Zaroff, a Russian aristocratic(p. 2) major game tracker, who before long got uninterested in chasing creatures any longer, he would much rather chase people due to their intellect(p. 74-75). Ivan was a hard of hearing; exceptionally uneducated, hard of hearing, Russian man who was an associate to General Zaroff(p. 72). The story â€Å"The Most Dangerous Game† happens on a little island named â€Å"Ship-Trap Island†(p. 67). The island is called â€Å"Ship-Trap Island† on the grounds that it had no admonitions of banks that ships regularly sink/crash their vessels on.The Most Dangerous Game† was in the time period of about the mid 1920s(p. 66). Rainsford was given three days to get by against Ivan and General Zaroff in a destructive hunt(p. 76). Zaroff was exceptionally eager to chase Rainsford in light of the fact that he realized that Rainsford had information and strategies on the topic chasing, and General Zaroff adored a challange. On the principal night of the chase, General Zaroff gets Sanger Rainsford by getting him in a tree, yet Zaroff chose to save his life, for he needed an all the more testing game(p. 9). Saving Rainsford’s life was a dangerous mix-up for Zaroff, in light of the fact that at long last, Rainsford snuck up on Zaroff and murdered him(p. 83). â€Å"The Most Dangerous Game† was told by the storyteller in third individual viewpoint. The storyteller was restricted omniscient, he portrayed the character’s activities, however he didn't depict their considerations and thoughts. The topic that I gained from this story was that the tracker turned into the pursued, which means it’s not simple to know how somebody feels without going for a stroll from their point of view. Toward the start of the story before the yacht collided with the banks, Rainsford expressed that chasing is the best game on the planet, however Whitney answered that it is for the tracker, yet not the panther (p. 68). The mind-set that I felt most in this story was tension. One occasion occurred after another, for example, when the yacht smashed (p. 69), Rainsford heard three firearm shots from a what appeared to be an island with complete opening (p. 69). This story consistently made them foresee for the following exciting occasion. Step by step instructions to refer to Short Story the Most Dangerous Game, Papers

Friday, August 21, 2020

Advice On How To Choose Good Presentation Topics

Advice On How To Choose Good Presentation TopicsPresentation topics are not always the same as they used to be. Although some topics are easy to organize, this does not always work when it comes to giving a well-rounded presentation. The job of your presenter is to lead the audience through your presentation so that they come away with more information than they came in with.Regardless of the type of topics you choose, you have to make sure that the presenter has all of the tools necessary to deliver an engaging and informative presentation. When choosing topics, make sure that your presenter does not only give you the basics. Rather, make sure that the presenter gives you a full day's worth of content. Then, make sure that the presenter does not leave any of the content out.The most important thing that you can do when it comes to finding good presentation topics is to pick topics that you feel comfortable with. Avoid the temptation to try to be too broad when selecting topics. It i s much better to narrow the topic down. Don't be afraid to present a broader topic, because the audience will appreciate the effort and will look forward to seeing you speak again.One thing to remember is that you should not jump into a certain topic too quickly. You should give the audience a chance to ask questions. After all, if you spend a few minutes guiding the audience through the material, they will be more apt to remember what you had to say.Of course, you will find that it is easier to select good presentation topics when you get feedback from others who have done presentations before. This way, you can see how successful people perform in presenting topics. Some people will let you ask questions about their topics. Others may provide suggestions on how you can change the presentation.If you think that you are good at presenting topics, it is time to get advice from others. Of course, you will be able to find excellent speakers online if you use an online presentation dire ctory. While you are there, you can also look for audio recording services that will allow you to record your presentation in the comfort of your own home.Of course, the audience may end up being more interested in the presentation when they hear you talk than when you read it. When you are speaking, you want to keep the pace of the presentation. In addition, you want to make sure that you are talking about important topics that will interest the audience. Once you have spoken, take the opportunity to review the materials so that you can provide the audience with the information that they need.The importance of presenting your presentation topics properly cannot be overstated. So many different things can go wrong, and the entire presentation can become the center of attention. In order to keep the audience engaged, it is imperative that you present topics that you know well and that you can deliver.

Monday, May 25, 2020

Sophocles Antigone An Ancient Greek Writer And...

Antigone Sophocles is an Ancient Greek writer and philosopher, who wrote one of the greatest stories of all tome Antigone. Sophocles is also said to be one of the greatest minds in achievements and times of Sophocles’. Sophocles was born about 496 BC at Colonus in Attica, near Athens and died 406 BC. He lived in the most brilliant intellectual period of Athens. Sophocles, his father, was a wealthy Athenian citizen and gave him a sound education in music, gymnastics, and dancing. He was well known as having a reputation for leaving and esthetic taste. He was well versed in Homer and the Greek lyric poets, and because of his industriousness he was known as the â€Å"Attic Bee’’. Do to his youthful beauty, he was chosen to lead the chorus in†¦show more content†¦Sophocles wrote more than 120 tragedies, only a mear seven have survived. â€Å"Plutarch tells us that there were three periods in Sophocles’ literary developed: imitation of the grand style of Aesc hylus, use of artificial and incisive style, and use of the best style and that which is most expressive of character. It is only from the third period we have examples of.† The seven tragedies that survive are Ajax 447 BC, Antigone 442/441 BC, Oedipus at Colonus 401 BC, and Tracheniae 437-432 BC, Oedipus Rex as a perfect tragedy. Sophocles made many improvements to plays such as adding scene painting and a third actor. He increased the number of the chorus from twelve to fifteen, and reduced the proportion of the play given to the chorus, thereby accelerating the progress of the action; he also made better tragic masks and made many other technical improvements. A grandmaster in the delineation of characters, he is credited with the invention of the heroic maiden, and the ingenuous young man. Antigone is the young princess who pits herself against her uncle, King Creon. She defies his cruel judgement forbidding the burial of her brother Polyneicess who in attempt to invade Th ebes and seize the thrown from his brother Eteocles, slew himself into mortal combat and in turn was slain. Against the pleas of her sister Ismene and her fiancà © Haemon. Antigone goes to her death holding to her defiance and buries Polyneicess. The theme of Antigone had

Friday, May 15, 2020

Psoriasis The Genetic And Immune Mediated Implications

Psoriasis: The Genetic and Immune-Mediated Implications Psoriasis is a common chronic autoimmune disorder that is characterized as having an immune-mediated inflammatory pathology which presents with skin lesions that vary in severity. Affecting nearly 3% of the world population (Jadali Eslami 2014) the cause of psoriasis in not fully understood, but there is considerable evidence that points to genetic, environmental, and immunological factors that influence the disease. Psoriasis is largely associated as a skin disorder that presents with lesions that form raised, red, scaly patches which can be very uncomfortable to an affected individual. The effects of this disease primarily target the skin tissues but can disturb many other organ systems as well, resulting in negative implications affecting the health of an individual system wide. Psoriasis has even been linked with increased risks of other common illnesses including certain cancers, heart disease, as well as other immune disorders like Crohn’s disease and ulcerati ve colitis (Menter et al. 2008). Psoriasis is non-contagious and is thought to have a largely genetic component that is triggered by environmental factors such as stress or allergens. The result of these triggers is an overproduction of new skin cells, which build up to form raised silvery patches called plaques. There is no cure for psoriasis, therefore treatments focus on the relief and control of symptoms. A number ofShow MoreRelatedEssay On Implication Of JK-STAT1490 Words   |  6 PagesImplications of JAK-STAT in disease So far, we have seen that this pathway is accountable for the transduction of extracellular stimulus into transcriptional factors that regulate several cellular functions. STATs are also known to exert additional functions such as affecting oxidative phosphorylation in mitochondria, regulating chromatin compliance and epigenetic markings in the nucleus and interacting with the microtubule components in the cytoplasm which are responsible for cellular motility (4)Read MoreCase Study on Hypokalemia8797 Words   |  36 Pagesexplanation and diagram. 9. To discuss the ideal and actual medical management for the subject. 10. To interpret the diagnostic and laboratory test result and its corresponding nursing clinical implications. 11. To discuss the different medication given and its corresponding nursing responsibilities 12. To discuss implication of different nursing theorist. 13. To formulate effective nursing care plan based on actual and potential health needs. 14. To give out recommendation and health teaching applicable toRead MoreSocm Study Guide Essay30404 Words   |  122 Pagesmovement; transport; buffers; defense; control and coordination of activities | Nucleic acids | C, H, O, N, and P; nucleotides composed of phosphates, sugars, and nitrogenous bases | Obtained in diet or manufactured | Storage and processing of genetic information | High-energy compounds | Nucleotides joined to phosphates by high-energy bonds | Synthesized by all cells | Storage or transfer of energy | 10 Describe the role of enzymes in the metabolism - Enzymes are special proteins that

Wednesday, May 6, 2020

The Psychosocial Factors That Impacted Behavior And Action...

In this assignment, students are required to identify experiences of intrapsychic, interpersonal, and group-to-group conflicts. In addition to writing a brief description of the psychosocial factors influence that impacted behavior and action the conflict events. Types of Conflict Values Personality Emotional Intelligence Conflict Style Intrapsychic X A person applied for a position with the organization. The prospective employee was a member of a religious community that commanded the wearing of head wraps. The day of interview the prospective employee asked if it was acceptable to wear the head wrap to work. The hiring manager said yes the organization would permit the wearing of the head wrap. The employee worked effectively for three month. The organization changed the leaders and policies was developed and implemented a dress code and wearing heads wrap was not adequate for organization work environment. The hiring manager informed the employee of the new polices. The employee desperately needed the job, however; the religious community would not allow public appearances without head covering. Intrapsychic was the employee conflict and the experience was a faith crisis. The psychosocial factors perspective was personality which causes a person who was routinely pleasant and calm, to response with emotions and outraged, when the hiring informed the employee of the new dress code polices. Types of Conflict Values Personality Emotional IntelligenceShow MoreRelatedMy Mother Who Has Played A Very Important Role Within My Life Essay1374 Words   |  6 Pagesrelationship between time and human behaviors. â€Å"Biological, psychological, and social factors act independently, cumulatively, and interactively to shape people’s lives from conception to death†(). These events shape a person’s life based on event histories, and are impacted from different periods within their lives. 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Tuesday, May 5, 2020

Marketing Plan for Coca Cola Australia †Myassignmenthelp.Com

Question: Discuss About The Marketing Plan For Coca Cola Australia? Answer: Introduction Developing a marketing plan includes many researches on different important sectors such as target customers and appropriate market. Marketing plan is a primary stage before sending the product for the market exposure. The plan is made in accordance to the marketing etiquettes, which is very much required while campaigning and marketing a new product (Hollensen 2015). This assignment would try to propose some strategies for a marketing plan for the Coca-Cola Company in Australia. The main purpose of this assignment would be to propose a marketing plan for varied range of products of Coca-Cola in Australia. Moreover, the paper would check every required parameter for a marketing plan development. Identifying market segment To identify the right market segment for the product is of utmost importance for the company. This is because of the fact that a particular product can never target the entire market. Moreover, this would reduce the affirmative control of the company on the customer base. Market segmentation does reduce the area of market and divides it into several segments, which helps the company concentrate on selective types of consumers. This further helps the company become more consumer specific, which is cost-effective as well as healthier for an improved business performance (Westwood 2016). Following are some of the necessary market segmentation for the Coca-Cola products: Psychographic segmentation This is one of the very important factors for segmenting the market as this includes segmenting consumers based on their lifestyles, interest and attitudes. The targeted consumer would be of the age group (14-43). However, it is not necessary that it is only limited to this age group. Moreover, those who are very health conscious and are diabetic patients, they would also be targeted. The chosen products are in varied range such as diet coke, Coca-Cola classic, Coca-Cola with Stevia and zero sugar coke. The chosen products are of different kinds such as low o sugar, zero on sugar and high on sugar. Moreover, the market segmentation would be done accordingly. The less sugar-contained products would be segmented by advertising the speciality into such market, which has health conscious customers in it (Boone and Kurtz 2013). Behaviouristic segmentation This kind of market segmentation targets those customers who are loyal to the brand. The company can use its available data on its existing customers for analyzing the potential loyal customers of the company (Terpstra, Foley and Sarathy 2012). Geographic segmentation This is the segmentation of products based on suitable geographic places for the products in concern. For example, Nestle promotes Nescafe in the colder parts of world for an entire long year; however, to other parts of world, the company goes with the winter season in particular. The market segmentation for the Coca-Cola would be those people of Australia who are living in comparatively hotter parts of the country such as Darwin, Brisbane, Sydney, Perth and Adelaide. These are some cities, which have high temperatures even during the winter season (Babin and Zikmund 2015). The Coca-Cola or any other soft drinks are always a good option for the people living in some hotter parts of world. People living in the hotter parts of world finds thing difficult to adjust to the hotter weather condition. They then do some alternative option to provide them some sort of relieves from the scorching heat of Sun. For example, they wear cotton made clothes, which is a bad a bsorber of sunlight and hence, it is a good resource of less heat. On a same note, people living in hotter parts of world find beverages as a better option against scorching heat. Nevertheless, Coca-Cola is one of the kinds of beverage, which people living in some hotter parts of world finds suitable to their needs (Baker 2014). Figure 1: Market Segmentation Source: (Boone and Kurtz 2013) Suitable market targets The suitable target market is very important in reaching to the targeted industry. To launch a product, it is imperative to reach to the targeted industry. For the marketing of Coca-Cola, the targeted market would be the Beverages industry. In the beverages market, people have different choices such as wine, bear, energy and health drink and soft drinks (Wilson and Gilligan 2012). Figure 2: Suitable Market Target Source: (Palmer 2012) Needs analysis Different products serve different needs such as Coca-Cola with Stevia and Zero Sugar Coke is less harmful for the diabetic patients. The highly growing concerns towards the health conscious activities are binding up customers with the essence of healthcare diets. Nevertheless, soft drinks such as Coca-Cola and other competitors can never serve the purpose of health betterment. People have now become habituated of having cold drinks at different occasions such as at parties, at social gatherings and the personal fulfilment. This is something, which has attracted the Coca-Cola Company towards the marketing of its different products in Australia, as it has both for the health conscious people and for those who love to enjoy (Armstrong et al. 2014). SWOT analysis Strengths Widely popular company Wide range of products and relevant customers loyalty to the companies Brand value Weaknesses Rising case of obesity Rising concerns for the healthier drinks Opportunities Large number of hotter cities in Australia Industry is growing Threats Product imitation as the concept can be easily copied by some other competitors such as Pepsi Customer behaviour, which is highly volatile in nature Table 1: SWOT analysis Source: (created by author) The company is basically a manufacturer of different kinds of soft drinks; however, the changing dimensions of the world and the changing drinking behaviour of customers are a potential threat to the product. People now days are more inclined towards health drinks. They are less driven towards the normal soft drinks. The only major driven point towards the soft drinks is the weather conditions and the lifestyles of the Australian people. These are the two factors, which is the main sell point for irrespective kinds of soft drinks in the market (Czinkota and Ronkainen 2013). Market environment analysis PESTLE analysis Political The local government of Australia is very supportive to the different kinds of industries in the country During the recession in the year 2007, US and European countries did feel the heat of recession but Australia could somehow manage its resources The local government of Australia hardly intervene in the industrial affairs, which is a good sign for the new product launch Political condition is very stable in the country, which is a good sign for the new product launch Economy Highly notable capital growth in the country is a good sign for the new product launch Hold good during the time of recession in the year 2007 Stable economy Social People are adequate with the usage of Stevia as they have already used this in their regular drinks at home High consumption rates Good number of rich family Technology The local government is well supportive in nature It funds around 55% to the advancement of technology Have efficient research development centres such as CSIRO Technical advancement are attracting other companies towards the same product and thereby enhancing the market competition Environmental Notable number of hotter cities such as Darwin Notable number of hot cities during the time of winter such as Sydney Suitable climatic conditions for the consumption of cold drinks Legal Consumption and selling of cold drinks at different schools is prohibited The local government believes that soft drinks are a good resource to several medical disease such as Obesity Table 2: Market Environment analysis Source: (created by author) The market environment analysis of Australia clearly suggests that Coca-Cola should restrict its customer base with the proposed product launch and it should confine this to a limited number of customers. This should never include school children as selling of cold drinks at school premises is highly prohibited. However, the technological advancement and the flourishing economy of the country can encourage the company for the marketing of the products (Palmer 2012). This is because of the fact that the GDP growth per capita of the country is amongst the top countries, which performed better than some big names such as UK and US during the recession in 2007. This further means that average people in the country is capable enough of enjoying their lives, which also mean that they are highly inclined towards the every medium of luxury. The stable local government is also a handful weapon for the success of Coca-Cola (Kotler et al. 2015). Marketing mix Product 1. Coca-Cola Classic 2. Coca-Cola Zero Sugar 3. Coca-Cola with Stevia 4. Coca-Cola Mini Cans Price 1. Starting from AU$3.20 2. Starting from AU$3.50 3. Starting from AU$7.50 4. Starting from AU$8.50 Place Hot cities in Australia such as Brisbane, Darwin, Perth, Sydney and Adelaide Promotion PR campaign Online advertisements Newspaper advertisements Table 3: Marketing Mix Source: (Singh 2012) The products would be in several varieties, which include but are not limited to such as Coca-Cola Classic, Coca-Cola Zero Sugar, Coca-Cola with Stevia and Coca-Cola Mini Cans . The products would be launched on the selective regions initially. The places are such as Sydney, Perth, Brisbane and Darwin. This is because of the fact that these places have very hot climate even during the winter season. The launch of the product would be done by using some selective marketing communication tools such as PR and Advertisements (McKenzie-Mohr 2013). Figure 3: Marketing Mix Source: (Singh 2012) Conclusion The marketing planning for the different Coca-Cola products give a clear indication towards a fact that the product has its own customer base, which is based in different hot regions in Australia. However, defining the success of the product is hard to predict. This is because of the fact that the customers desire is volatile in nature. They sometimes throng to cold drinks to have some relief from the summer hot. However, they are also inclining towards the health related drinks such as Red Bull. The highly incrementing danger of cold drinks on the health is a concern for the new product launch. However, the socio-cultural lives in Australia do favour the flourish of the industry. The socio-cultural factors that exist in Australia is highly favouring to the successful marketing and outcomes of the different products of the Coca-Cola. Most of the Australian cities are hot regions such as Darwin, Perth, Sydney etc. These cities have high temperatures even during the winter season. Ther efore, the higher temperatures in most notable parts of Australia and their social lives are all a potential factors for the success of the business. Nevertheless, the products would face stiff competition from some other brands heath drinks such as Red Bull. The growing concern for healthier drinks is the one problem, which can make situations tough for the success in Australia References Armstrong, G., Adam, S., Denize, S. and Kotler, P., 2014.Principles of marketing. Pearson Australia. Babin, B.J. and Zikmund, W.G., 2015.Exploring marketing research. Cengage Learning. Baker, M.J., 2014.Marketing strategy and management. Palgrave Macmillan. Boone, L.E. and Kurtz, D.L., 2013.Contemporary marketing. Cengage learning. Czinkota, M.R. and Ronkainen, I.A., 2013.International marketing. Cengage Learning. Hollensen, S., 2015.Marketing management: A relationship approach. Pearson Education. Kotler, P., Keller, K.L., Manceau, D. and Hmonnet-Goujot, A., 2015.Marketing management(Vol. 14). Englewood Cliffs, NJ: Prentice Hall. McKenzie-Mohr, D., 2013.Fostering sustainable behavior: An introduction to community-based social marketing. New society publishers. Palmer, A., 2012.Introduction to marketing: theory and practice. Oxford University Press. Singh, M., 2012. Marketing mix of 4Ps for competitive advantage.Journal of Business and Management,3(6), pp.40-45. Terpstra, V., Foley, J. and Sarathy, R., 2012.International marketing. Naper Press. West, D., Ford, J. and Ibrahim, E., 2015.Strategic marketing: creating competitive advantage. Oxford University Press. Westwood, J., 2016.How to write a marketing plan. Kogan Page Publishers. Wilson, R.M. and Gilligan, C., 2012.Strategic marketing management. Routledge.