Monday, May 18, 2020

The Endangered Species Act Protector of Nature - Free Essay Example

Sample details Pages: 8 Words: 2508 Downloads: 9 Date added: 2019/07/03 Category Environment Essay Level High school Topics: Endangered Species Essay Did you like this example? Introduction America has lasted for thousands of years, and the native species remained untouched except for use by the native peoples. However, once colonists arrived, they started to affect and damage the indigenous species and have been for the last 400 years. In the early 1970s, a realization occurred that would change Americas relationship with the environment forever. Don’t waste time! Our writers will create an original "The Endangered Species Act: Protector of Nature" essay for you Create order In 1973, the United States solution was to issue the Endangered Species Act in order to save the various native species going extinct and that were characterized to have esthetic, ecological, educational, recreational, and scientific value to our Nation and its people (Endangered Species Act Regulations, 2018). Although there are debates on the Endangered Species Acts protections concerning land and resources, its successes have been shown in saving hundreds of species and habitats from extinction and recover. History and Background Even before the obsession of protecting the environment in the United States, there were several occasions where species protection was given special attention (Endangered Species Act Timeline, n.d.). Beginning in 1903, President Theodore Roosevelt created the first National Wildlife Refuge in Pelican Island, Florida (Endangered Species Act Timeline, n.d.). The wildlife protected included brown pelicans, wood storks, and other threatened water birds. National Wildlife Refuges continue on today and currently protect over 300 threatened and endangered species (Endangered Species Act Timeline, n.d.). The United States also went international in their protections in 1918 when they created a treaty with Great Britain in support of Canada (Endangered Species Act Timeline, n.d.). This treaty established a system of protections for birds that migrated between the United States and Canada (Endangered Species Act Timeline, n.d.). The treaty was enforced through the Migratory Bird Treaty Act in 1918 (Endangered Species Act Timeline, n.d.). Although some wildlife protection occurred before 1960, the real breakthroughs occurred after, especially in the 1960s-1970s. The ESA was one of many environmental protection statutes passed in the 1960s and 1970s, including the Fishery Conservation and Management Act of 1976, Wilderness Act of 1964, Marine Mammal Protection Act of 1972, Federal Water Pollution Control Act of 1972, Clean Water Act of 1970, and the Wilderness Act of 1964 (Baur Irvin, 2010). However, the ESA was the most disputed and strict law of them with the purpose of protecting species from extinction and even ushering them into recovery (Baur Irvin, 2010). The Act was also the strictest environmental protection law in the world (The Endangered Species Act: A Wild Success, n.d.). The ESA was passed following the 1973 conference where 80 countries signed the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES) in Washington, D.C. (U.S. Fish Wildlife Service, n.d.). CITES put restrictions on international trade that put wildlife species in danger (U.S. Fish Wildlife Service, n.d.). There were also previous laws that laid the groundwork for the Endangered Species Act. In 1966, Congress passed the Endangered Species Preservation Act, but it only gave limited protection for endangered native animal species (U.S. Fish Wildlife Service, 2011). This law obligated the Department of Agriculture, Department of the Interior, and Department of Defense to protect the species listed under the Acts protection, and their habitats (U.S. Fish Wildlife Service, 2011). It also gave the United States Fish and Wildlife Service the authority to obtain land and habitat for the listed species. Three years later in 1969, Congress amended the Endangered Species Preservation Act to have it also protect species in danger of worldwide extinction (U.S. Fish Wildlife Service, 2011). These additional protections outlawed the import and sale of the endangered animals (U.S. Fish Wildlife Service, 2011). Contents of the Endangered Species Act At the time of its enactment on December 28, 1973 under President Richard Nixon, there were sixteen sections all giving a deep explanation into the protection of endangered and threatened species, as well as their habitats. The United States government realized that because of increased economic expansion, many native species went extinct or were on the brink of extinction since there were no proper steps previously taken towards conservation (U.S. Fish Wildlife Service, Sec 2). Section 3 of the Endangered Species Act from the United States Fish and Wildlife Service report gives relevant definitions from the law. Some necessary explanations include endangered species which means any species that is in danger of becoming extinct in most or all of its population; and threatened species which refers to any species in danger of becoming endangered in the near future (U.S. Fish Wildlife Service, Sec 3). An important area of the ESA is section 4 where guidelines for being a listed and de listed species for the law. Listing a species pertains to the classification as threatened or endangered (U.S. Fish Wildlife Service, Sec 4). In order to become listed, a species must apply to one piece of the following criteria: current or predicted destruction of a habitat; predation or disease; not enough current precautions for regulation; exploitation scientifically, educationally, commercially, or recreationally; or other causes of threatened survival whether naturally or by humans (U.S. Fish Wildlife Service, Sec 4). For a species, being listed means that they are protected by potentially dangerous federal actions and have regulations on the sale, trade, and transport of them (U.S. Fish Wildlife Service, Sec 4). The federal government is given the ability to carry out recovery plans, buy threatened habitats, and give support to conservation agencies (U.S. Fish Wildlife Service, Sec 4). There are currently over 1,200 listed species (Westbrook, 2006). An example of a listed species is the tan riffleshell, a freshwater mussel, listed as endangered in 1977 (U.S. Fish Wildlife Service, Sec 4). Candidate species are plants and animals that can become listed to gain protection from the Act, and can currently get protected, just not legally (U.S. Fish Wildlife Service, Sec 4). However, early conservation can lower costs for future recovery and maintains preservation options (U.S. Fish Wildlife Service, Sec 4). Also. if candidate species receive anticipated aid for recovery, higher priority species can get the protection needed (U.S. Fish Wildlife Service, Sec 4). The U.S. Fish and Wildlife Service defines candidate species as wildlife that have enough information on them and their status with hopes that they will become threatened or endangered, but there are more at risk species that gain priority on the list (U.S. Fish Wildlife Services, Sec 4). There are currently 286 candidate species to be listed (Westbrook, 2011). One case of a candidate species is the Gooddings onion found in Arizona (U.S. Fish Wildlife Service, Sec 4). The main objective of the ESA is delisting. Delisting is when species are taken off of the endangered or threatened species list, possibly due to finding of new populations of the species, extinction, effective recovery attempts. Downlisting is moving down from being classified as endangered to threatened, this is usually due to recovery of the species. In order to qualify for downlisting or delisting, the U.S. Fish and Wildlife Service checks its current status related to recovery and population, current threats, and consultations from experts inside and outside the Service (U.S. Fish Wildlife Service, Sec 4). A total of 37 species have been delisted including 13 that have recovered and 9 that have gone extinct (but 6 of them went extinct before listing) (Westbrook, 2011). After delisting, the species must be observed for five years to assure that it can survive without the aid of the ESA. One real life example of a delisted species is the American peregrine falcon which was delist ed in 1999 due to recovery (U.S. Fish Wildlife Service, Sec 4). The main focus of conservation in the law is for wildlife and habitats to recover and remain protected and thrive. New Amendments Added and Current Propositions The Endangered Species Act is an extensive and firm statute on conservation, however it has been added to in the past. The major amendments added to the ESA were in 1978, 1982, 1988, and 2004 which extended the Act without changing its actual framework (U.S. Fish Wildlife Service, 2011). The 1978 addition in section 4 entailed that the threatened habitats must be jointly listed when listing a species (U.S. Fish Wildlife Service, 2011). The revision in section 3 also said that only species of vertebrates could apply to populations when determining protection, not plants, subspecies, and invertebrates (U.S. Fish Wildlife Service, 2011). One final change was in section 5 and stated that the Department of Agriculture was required to join the Departments of Defense and Interior to in conservation of biodiversity (U.S. Fish Wildlife Service, 2011). The amendment from 1982 further added to section 4 in that the status of species needed to be judged based on trade and biological informa tion, rather than economic or outside effects of the species (U.S. Fish Wildlife Service, 2011). The 1988 amendment had several extensions. Section 4 now required candidate and recovered species to be observed; the ESA also had a more detailed explanation of recovery plans (U.S. Fish Wildlife Service, 2011). Section 9 was changed to increase protection of endangered plants (U.S. Fish Wildlife Service, 2011). This amendment also added a whole new eighteenth section that discussed finances and the requirement of a financial report (U.S. Fish Wildlife Service, 2011). In 2004, the newly implemented National Defense Authorization Act for Fiscal Year 2004 excused the Department of Defense from certain critical habitat regulations as long as there was a natural management plan in place and has permission from the Department of the Interior (U.S. Fish Wildlife Service, 2011). Although many of the amendments were added in the latter twentieth century, proposed changes are still occurrin g today. In July of 2018, three basic additions were proposed by the U.S. Fish and Wildlife Service and National Marine Fisheries Service (Endangered Species Act Regulations, 2018). The first proposition entailed that listing, delisting, and downlisting will use criteria including economic and other impacts to increase public knowledge about conservation and the status of the ESA (Endangered Species Act Regulations, 2018). However, the classifying processes would continue to be done based on objective commercial and scientific evidence (Endangered Species Act Regulations, 2018). The next change would be that specific protections for threatened species would be based on a case-by-case situation (Endangered Species Act Regulations, 2018). However, thousands of species are protected under the ESA which makes it difficult to provide various amounts of support for each species (Endangered Species Act Regulations, 2018). The final revision pertains to the adding as a whole to the definition of des truction or adverse modification, causing it to become more broad (Endangered Species Act Regulations, 2018). This change could make it more difficult for meeting the limit of damage to a habitat enabling for less restrictions (Endangered Species Act Regulations, 2018). There could also be a potential extension where federal agencies will no longer need consults on projects associated with critical species from the U.S. Fish and Wildlife Service and National Marine Fisheries Service (Endangered Species Act Regulations, 2018). These potential amendments could have a vast impact not only on the Act, but species under its protection. The Successes of the Endangered Species Act The Endangered Species Act has been quite successful in the last 45 years that it has been enacted. The Act has protected 99% of its listed species from extinction from its passage in 1973 to 2013, and has shown a 90% recovery rate in over 100 native species (Center for Biological Diversity, n.d.). The Annual Review of Ecological Systemics found that possibly 172 species would have gone extinct between the years 1973 and 1998 if they did not have aid from the ESA (Westbrook, 2006). The United States Fish and Wildlife Service researched and found that 68% of the current listed species are safe and recovering, while 32% are getting worse; however, the longer that species get protection from the ESA, the more they improve (Westbrook, 2006). Millions of acres of threatened habitat have been preserved which has aided the survival and improvements of wildlife species (Center for Biological Diversity, n.d.). Another amazing aspect of law is that it continues to have strong public support am ounting to 9 out of 10 Americans wanting a powerful Endangered Species Act (Center for Biological Diversity, n.d.). However, in the past 200 years, scientists found that about 539 species in the United States have gone extinct (Westbrook, 2011). A 2005 NatureServe database report found that over 9,000, or one-third, of native species in the United States are in danger of becoming extinct (Westbrook, 2011). One amazing success story of the Endangered Species Act at work is of the Aleutian Canada goose. The geese were almost brought to the brink of extinction because of nonnative foxes brought to the area, damage to their habit, and overhunting by humans in Oregon and California (Center for Biological Diversity, n.d.). In 1967, a very small amount of geese were found on a secluded Alaskan island in the Aleutian islands and the Aleutian Canada goose was put on the endangered species list (Center for Biological Diversity, n.d.). Their listing led to recovery efforts such as curbing the nonnative fox populations and protecting their habitats during migration located in Oregon and California (Center for Biological Diversity, n.d.). In 1980, the Endangered Species Act brought about the Alaska Maritime National Wildlife Refuge which protected the nesting habitats of the geese (Center for Biological Diversity, n.d.). In 1975, the Aleutian Canada goose population was at 790, but it increased to 60,000 in 2005 (Center for Biological Diversity, n.d.). The geese species was even downlisted from endangered to threatened in 1990, and fully recovered with becoming delisted in 2001 (Center for Biological Diversity, n.d.). The delisting of the geese was 7 years before the estimated recovery rate (Center for Biological Diversity, n.d.). Conclusion Some people see the Endangered Species Act as a limit to land development and usage because critical habitats are protected (Corn Wyatt, 2016). They also believe that the efforts of the ESA take away jobs and hurt natural resource companies like logging (Corn Wyatt, 2016). A common theme of opponents to the ESA is the non-belief in climate change which ties in with the principles of the ESA (Corn Wyatt, 2016). The power that native species can have on society is astounding. Conserving critical habitats provides water sources, natural protection from natural disasters such as floods, and areas for eco-tourism and recreation (Westbrook, 2006). Helping endangered species recover is the moral thing to do, but it also has economic advantages as well (Westbrook, 2006). Recreational activities like fishing, hunting, and watching wildlife brings $108 billion yearly and makes it the seventh biggest enterprise in the United States because of the ESAs efforts of conservation (Westbrook, 2006). These activities also provide 2.6 million jobs (Westbrook, 2006). A real example of this is in Yellowstone National Park. When the grey wolf was reintegrated into the ecosystem in 1995 due to the ESA, nearby communities gained over $10 million in revenue per year (Westbrook, 2006). Many endangered plant species have medicinal benefits. However, with the current global rates of extinction, about one major drug goes extinct every two years (Westbrook, 2006). Rosy periwinkle, a known cure for Hodgkins disease and some kinds of leukemia, was rescued from its extinction because of deforestation from protection of the ESA (Westbrook, 2006). In my opinion, the Endangered Species Act is a great addition to our country that not only gives benefits to wildlife and their habitats, but also to humans through medicines, recreation, jobs, and revenue. Therefore, if the world takes care of the animals, the benefits are endless.

Wednesday, May 6, 2020

Essay on Abortion Women Must Have Freedom of Choice!

A mid-aged happily, married woman with a top-executive position, is a candidate for a partnership, only to discover that she is pregnant. Although, children were part of their strategic plan after education and marriage, the timing could not be worse. Pregnancy at this time will ruin her opportunity for partnership. She faces two dilemmas. First, although she is stable in every area of her life, she wants to become a partner. Secondly, her spouse wants a child and has been patiently waiting this time. Should women select their own paths through life regarding family and career? Or should this be a legislative decision? Women should have their own option of deciding when or whether to have children because freedom is choice! â€Å"Abortion is†¦show more content†¦There are two terms to define abortion, therapeutic and elective. A therapeutic abortion occurs when for medical reason a pregnancy is interrupted before the 20th week of gestation because it endangers the mother’s life or health or because the baby presumably would not be normal (Affigne, 2006). An elective abortion is initiated by choice. Access to family planning education and contraceptive services have increased as an effort to reduce the number of abortions performed. Although, some pro-lifers are against family planning programs such as Planned Parenthood because they also perform abortions, pro-lifers would prefer to promote abstinence instead of fornication (Walden, 2009). There are many reasons why an abortion occurs, however, some causes are validated over others. An abortion could be to save the life of a pregnant woman whose physical and/or mental health is in jeopardy. Genetic abnormalities resulting in a child born with a congenital disorder that would be fatal or cause the child suffering and pain are reasons that another may want to abort her pregnancy. Other examples where abortion would benefit the mother and baby would be if a woman has been diagnosed with cancer in her uterus or if a pregnancy happens to be ectopic and is growing outside of the uterus. These are some cases where an abortion is vital. â€Å"In recent years Supreme-Court actions legalizing abortion have crystallized two ethical positions:Show MoreRelatedTen Supreme Court Decisions that Impacted the Reproduction Rights of Women1067 Words   |  5 PagesReproduction Rights of Women When talking about Supreme Court decisions that have greatly impacted the lives of women it is very hard to settle on just five of the many cases that have been ruled in favor of the rights of women. When discussing the topic of reproductive freedom and The Supreme Courts rulings on these matters ten cases can and must be discussed in order to provide a total overview and timeline of these historic rulings. The American Civil Liberties Union has helped women breech the barriersRead MoreThe Right Too Choose : Pro Choice1649 Words   |  7 Pageslife? Abortion. The decision that puts an end to a life but in return gives a woman opportunity. The rights of women to choose: Pro choice. Pro Choice is described as â€Å"A movement with abortion providers that are in the business of protecting and respecting women’s human rights, their moral autonomy and their choices† (Arthur A11). Republicans have been trying to make abortion illegal for decades, but there are certain regulations that stand in the way. The government cannot make abortion illegalRead MoreWomen s Issue Paper : Abortion1285 Words   |  6 PagesWoman’s Issue Paper: Abortion Abortion: a ·bor ·tion/əˈbà ´rSH(É™)n/noun 1. the deliberate termination of a human pregnancy, most often performed during the first 28 weeks of pregnancy (Abortion-Dictionary.com ). One in every three women have an abortion by the age of 45 (Operation Rescue Inc). Though the act of abortion is common it has been an emotionally draining debate since the mid 1970’s, but has always been a hot topic since the 1800’s. There are two sides to this debate. One side is pro-lifeRead MoreA Report On Behalf Of Abortion1710 Words   |  7 Pagesreport on behalf of Abortion Rights has been filed against the country of Northern Ireland regarding their current laws on abortion. Abortion Rights is a Non-Governmental Organization (NGO) as well as a national pro-choice campaign to defend the rights of women and their access to safe, legal abortions. 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Some people take for granted the accessibility to birth control, condoms, and abortion. President Bush has initiated policies since coming into office that threaten women’s choices. As the Bush administration takes over, it is important for women and men to come together to support women’s rights. â€Å"Bush is setting a tone for anti-choice legislation, so I expect thatRead MoreShould Abortion Be Legal?1437 Words   |  6 Pagesto be discussed is whether or not abortion should be legal. The issue originated from the case Roe vs Wade; henceforth abortion is now a fundamental right recognized by the US Supreme Court. Top current debates today from proponents and opponents are: pregnant women will resort to unsafe illegal abortions if there is no legal option and it is a fundamental human right for the women to choose. Many suggest there are better alternative s such as adoption, and abortion is wrong because killing a fetusRead More Should Abortion Remain Legal? Essay1487 Words   |  6 Pages America is a land of choices and rights, a land of opportunities and freedom but where do we draw the line? On January 22, 1973 the US Supreme Court made a historic decision that a woman has a constitutional right to an abortion during the first six months of pregnancy. Before the Court’s ruling, a majority of states prohibited abortion, although most allowed an exception when pregnancy threatened the woman’s life. The Court overturned these state prohibitions in Roe v. Wade. The Court ruled thatRead MoreAbortion Should Be Legal Essay893 Words   |  4 Pages Through every choice in life, there is a decision that must follow. Abortion is a woman’s individual choice; therefore, must be a legal part in todays society. Individual rights have an outstanding role in the controversial topic, on whether abortion should become legal in the United States . The individual rights for abortion show rights of life, liberty, and pursuit of happiness. 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Marketing and Communication Samsung and Cadbury

Question: Describe about the Marketing and Communication for Samsung and Cadbury. Answer: Introduction The following assignment is a case study of the marketing strategies of Samsung and Cadbury. The two companies are one of the major players in their segments and can be considered to be one of the companies that have gained from the strategy that have given them a competitive edge over the other players. While Samsung has gained from their policy of competitive pricing above all else, Cadbury is one of those brands that have built momentum through their process of differentiation of products. As such, the two brands have had a long run in the industry and continue to be one of the primary players that have kept ahead of their competitors in the competition. This assignment aims to study their major strategies that have been employed by these two brands over the years. Given the case scenario, there can also be an idea of their future steps that these brands aim to take. In such a case, an assessment of the strategies that they create in order to keep up in the market competition is a lso important. Background of the Organizations Samsung is one of the major players in the tech industry. What originally began as a trading company has now taken hold of a huge chunk of the technology industry and is one of the leading brands with the most number of customers. While Samsung has a huge presence in the entire tech sector, it is the smartphone industry that is currently the flagship of the Samsung brand. In its initial phase, Samsung wasnt as popular in this field and struggled to keep up with its competitors(Barney and Hesterly, 2006). So much so, that they also once decided ot opt out of the smartphone market and focus on other areas. However, the subsequent changes in marketing strategies would drive its growth to such an extent that it is currently the major competitor of the leading smartphone manufacturing brand Apple. Cadbury, on the other hand, has always been one of the leading brands ever since its inception(Cadogan, 2009). The main strategy of the brand has been to create a brand value and a brand image t hat would help it in attracting customers from across all the sections of the population. Also, Cadbury has stressed on the quality of products and have resorted to a policy of intensive advertising that would help strengthen its customer base. Also, this has led to a brand awareness among the population that would further drive its growth, a process that is continuing till today. Marketing Strategy of Samsung To understand the marketing strategy of Samsung, we have to first understand the Marketing Mix that Samsung utilizes in its policy. Price The pricing strategy of Samsung is one of the most important features while understanding the strategy of Samsung. The first feature that we see in the pricing policy of Samsung is that they use a policy of skimming prices(Ferrell and Hartline, 2005). This means that whenever they have a competitor in the market that offers similar features in their smartphones, Samsung lowers their prices in order to gain maximum market share. Also, it has been seen that Samsung tends to price their products competitively. This is because Samsung aims to gain hold of the market right when it enters. Place The place of Samsung is also very important while understanding the reason for Samsungs popularity. Samsung utilizes channel marketing to make its place in the market. As a result, there are service dealers who retail to corporate buyers. Also, the brand value of Samsung is one more of the factors that make it important for the various retailers to include Samsung in their list of offerings(Gerzema and Lebar, 2008). The distribution channels of Samsung are many and they penetrate the most parts of the globe and owing to the brand value and recognition, they are also always high in demand. Product The quality of the products must be taken into account whenever we need to understand the reason for Samsungs popularity. The products of Samsung are all required to go through a strict quality control in order to make it to the market(Luther, 2001). Each and every product that comes out of the factories is checked for consistencies and Samsung makes it a point that their products are of high quality whenever the question arises. Other than that, product variation is also an important part in the products of the brand. The product variation means that Samsung products have a distinct identity that adds to their brand value. Promotion Samsung has always been one of the brands that have laid a great stress on advertising their products. The advertising policy has always been one where they employ various measures to gain the attention of their existing customers as well as potential customers(Paley, 2007). Also, Samsung sponsors various popular sports events and other events that have a wide reaching effect. This has worked quite well in Samsungs favor as Samsung is now a household name. Marketing policy of Cadbury The marketing policy of Cadbury can also be determined by understanding their marketing mix(Richter, 2002). The marketing mix of Cadbury is one of the most interesting as they have focused on an aspect of building a strong brand value that would help them gain a huge share of the market. Product Cadbury has a huge line up when it comes to products. This ensures that they are always a part of the game in one sphere or the other. While the primary focus of Cadbury was in chocolates, it soon expanded its horizons to other arenas such as biscuits and energy drinks as well(Van der Westhuyzen and Van der Merwe, 2001). Also, the most important feature of the products is that they are targeted towards all age groups and genders. In such a case, Cadbury is bound to keep its market share. Price The prices of Cadbury products range from high to low. This ensures that they have a presence across all economic groups. Although the products of Cadbury are primarily luxury products, it is important to notice that they still manage to penetrate across all the income groups. As the quality of the products is high, some of the products are also highly priced(Walker, 2006). However, they do not affect the sales of any of those products as they have a strong brand image that attracts customers towards them(Wood, 2005). Also, the various price segments ensure that the brand has customers across all the income groups. In such a case, Cadbury has a consistent presence in the market. Place The distribution channels of Cadbury are quite widespread. It can be seen that Cadbury has distribution centers as well as presence in most retail shops in all the major cities as well as smaller towns(Westwood, 2011). Cadbury has a weak rural marketing but that is not much of a concern as the demand in the rural markets is also quite weak. Also, the presence of Cadbury in all the channels means that the customers have easy access to the products. This prompts the customers as well as potential customers to buy Cadbury products more frequently. Promotion Cadbury has utilized a strategy of brand recall while promoting their products. This is, Cadbury has taken their brand image to such a level that people would recall the name of Cadbury whenever they think of chocolates or other such products that are offered by Cadbury. Cadbury has always utilized a strategy of intensive advertising that have made Cadbury a household name(Wood, 2003). It is quite natural that Cadbury would have such a huge market share after we find out the kind of promotional activities that Cadbury has undertaken. Conclusion Samsung and Cadbury are two of the major players in their respective fields. This is mainly because of the marketing strategy that these bands have utilized in their policies. A strong marketing is thus the key to an organizations success. While Samsung has utilized a policy of competitive pricing, Cadbury has utilized the brand value to reach out to maximum customers. However, what we find common in both these brands is the intensive advertising procedures that these have undertaken. In such a case, it is the promotional activities of these brands that have benefitted them the most and helped them create such a strong market for their products. References Barney, J. and Hesterly, W. (2006).Strategic management and competitive advantage. 1st ed. Upper Saddle River, NJ: Pearson/Prentice Hall. Cadogan, J. (2009).Marketing strategy. 1st ed. London: SAGE. Ferrell, O. and Hartline, M. (2005).Marketing strategy. 1st ed. Mason, Ohio: Thomson/South-Western. Gerzema, J. and Lebar, E. (2008).The brand bubble. 1st ed. San Francisco, CA: Jossey-Bass. Luther, W. (2001).The marketing plan. 1st ed. New York: AMACOM. Paley, N. (2007).The marketing strategy desktop guide. 1st ed. London: Thorogood. Richter, T. (2002).Marketing mix standardisation in international marketing. Frankfurt am Main: Peter Lang. Van der Westhuyzen, B. and Van der Merwe, J. (2001).The marketing mix. Observatory, South Africa: Future Managers. Walker, O. (2006).Marketing strategy. 1st ed. Boston: McGraw-Hill Irvin. Westwood, J. (2011).How to write a marketing plan. 1st ed. London: Kogan Page. Wood, M. (2003).The marketing plan. 1st ed. Upper Saddle River, NJ: Prentice Hall. Wood, M. (2005).The marketing plan handbook. 1st ed. Upper Saddle River, N.J.: Pearson Prentice Hall.