Essay about Critical Pedagogy in Social Studies Education

Since the early twentieth century, educational theorists and researchers debated often about topics concerning the validity, purposes, and best approach to public education and the social studies discipline in the United States. Since the adoption of Ralph Tyler’s teacher-centered, essentialist approach to curriculum, John Dewey’s call for progressive reform and student-centered learning, and Paolo Freire’s call for an education that advocates social change and the destruction of social oppression, education pundits found themselves stuck between different goals, outcomes, and possibilities for teaching social studies. A review of recent literature proves that one of the goals, critical literacy, oftentimes stands at the center of†¦show more content†¦211; Freire, 2006, p. 219). Such topics as race, gender, class, media, and environment are often discussed in a classroom atmosphere dedicated to democracy and free thought (Wolk, 2003, p. 102; National Council of the Social Studies, 2008, p. 212; Wile, 2000, p. 171; Soares, et. al., 2010, p. 487). In doing so, critical literacy is often associated with Paolo Freire’s rationale for a social education that breaks down the oppressor-oppressed relationship that exists across the world to form a society that is just, humane, and equal (Freire, 2006, pp. 43-46). In order to achieve this, students must develop social justice skills that call for them to be active citizens of their society (Wolk, 2003, p. 102; National Council of the Social Studies, 2008, p. 211; Kumashiro, 2001, p. 8; Wineburg, et. al., 2004, 45). Many researchers and theorists stress the need to approach social studies from a critical literacy perspective. The idea that the current social studies curriculum supports a small privileged class while ignoring all other classes is one that is oftentimes associated with the present curriculum taught today (Kumashiro, 2001, p. 4). Additionally, researchers theorized that students bring stereotypes, myths, and a partial knowledge of various histories and cultures to the classroom. They concluded that in order to better develop informed citizens, curriculum should be based on student needs, social values, and democracy to help studentsShow MoreRelatedThe Humanities Curriculum Project: A Case Study1237 Words   |  5 Pagespresent aim of secondary education is to reflect enduring values such as commitment to the virtues of honesty, trust, duty and justice, because they contribute to a healthy and sustainable society. In order to illustrate how the United Kingdom chose to cope with the challenges of globalization, the Humanities Curriculum Project is an interesting case study. The key question as posed by Director Stenhouse was how to better address the aspirations of secondary education for everybody,  regardlessRead MoreThe Components Elements Of Education1597 Words   |  7 PagesEducation comes in different philosophies and is a crucial element in every civilization. When a country is oppressed, one of the first things the oppressor tries to take over and get control is their education. The reason is because with education, one can give or withhold any kind of information and shape the nation in the way they see appropriate. With the exception of oppressed individuals, education teaches their society who they are, what is the nature of their environment, and how does theRead MoreCritical Pedagogy: The Study of Oppression in Education855 Words   |  4 PagesIn the education world, the top ic of critical pedagogy will be introduced to many. Before one can discuss critical pedagogy, one must know the meaning of it. Critical pedagogy is known to many as the study of oppression in education. It includes how issues of sex, race, gender, culture, and other social factors shape education. Critical pedagogy is also known by many as how teaching and learning takes place. An example of critical pedagogy is when students are able to ask why and respond or challengeRead MoreEssay about An Integrative Approach to Teaching Writing1092 Words   |  5 Pagesrules, to writing as a process with an authentic, individual voice, to writing as a system of social and political actions. Many feel the need to align themselves with one perspective against the others, but, Unless we take into account these differences in perspective, we will be unable to establish sufficient common ground for moving the discussion forward (Lindemann 288). Rob Pope, in his English Studies Book, explains that, Most undergraduate English courses now have a considerable variety ofRead MoreTeaching Diversity And Equitable Classrooms Versus Teacher Activism Essay1155 Words   |  5 Pagesshould engage in critical social action, and these actions can come in many different forms. The school is a place where students can share experiences and knowledge differences. Educators can start by create a classroom environment where these conversations can occur and bring then these conversations outside of the classroom. There are several key concepts that resonated with me through my journey in this course. These course concepts were culturally relevant pedagogy, queer pedagogy, multiculturalRead MoreCritical Pedagogy ( Cp )1728 Words   |  7 PagesCritical pedagogy (CP) is after fostering a critical and analytical lens which may suggest diverse possibilities of appreciating the active relationship between teachers-learners and teaching-learning processes. Without thinking critically and wor king critically, the monotonous process of systems may keep going. Human beings are not robots or machines to be given some instructions by a designer in advance to run for a while in a routine and repetitive manner. They are ashamed of staying still andRead MoreProfessional Training And Support For Teachers778 Words   |  4 Pagessuccessfully implement culturally relevant pedagogy. Culturally relevant pedagogy requires teachers to have professional development and support for their teaching practice to be effective. Teachers who lack training and support are not able to address the academic achievement gap among culturally diverse students (Griner Stewart, 2012, p. 589). Professional training and support is required for pre-service, beginning, and experienced teachers. Teacher education programs need to better prepare pre-serviceRead MoreThe Role Of Portraiture For Science Education Research857 Words   |  4 Pagesis The viability of portraiture for science education research: learning from portraits of two science classrooms is a research that delivered two portraits of teachers and their classrooms to explain â€Å"how context played a significant role in teachers’ experiences and how it influenced their classroom pedagogy†(Quigley et al., 2015, p. 21). They wanted to know in what way portraiture â€Å"can support deep, dynamic understanding of context in science education† †(Quigley et al., 2015, p. 21). The knowledgeRead MoreWhat I Learned At The Classroom Environment Essay1490 Words   |  6 Pages An incredible amount of time and energy has been spent in creating a culturally responsive classroom. As stated in the literature review, reflection has been a critical component of creating such culture. As a white fem ale and a product of the upper-middle class, I was quickly forced to apply my knowledge of cultural responsive pedagogy when I accepted a position teaching a Title-1 school with over 90% of students representing various minorities in Metro Atlanta. I swiftly realized that my studentsRead MoreDifferent Types Of Adult Learning1744 Words   |  7 Pages Emancipatory Education Project Name: Course: Instructor: Date: Introduction Emancipatory is among the different types of adult learning. The aim of it is to give freedom to the learners to limit their control and options in their lives and enable them to take actions which bring change to their political and social change. Emancipatory learning emphasizes that the transformation in a learners life can only take place in an adult’s life because it is only in adulthood or adolescence that

Mark Twain s The Adventures Of Huckleberry Finn - 1216 Words

William Doolan Mrs. Shaw English 2 Honors/Pd. 8 5 June 2015 Is Mark Twain Racist? Alveda King once stated, â€Å"Racism springs from the lie that certain human beings are less than fully human.† Mark Twain supports this belief when he composed his novel, The Adventures of Huckleberry Finn. In the aftermath of the American Civil War, the institution of slavery and American Southern culture was not well understood internationally. The Adventures of Huckleberry Finn conveys Southern culture and the social attitudes toward slavery through the plot of a young white runaway boy named Huckleberry Finn helping a runaway slave named Jim escape to free territory by traveling down the Mississippi River on a raft. Ever since the novel’s publication, debate amongst critics has ensued over whether Mark Twain displays his own racist tendencies in his literary work. Twain’s use of his Huckleberry Finn and Jim in the plot along with use of social satire prove that he is not racist. Twain fashions Jim as an admirable character who readers can relate to, which is a clear indication that Twain did not conform to racist standards of his time. Throughout the novel, Jim displays high moral character and gratitude toward Huckleberry through speech and actions. He sees Huck as â€Å"de on’y white gentleman dat ever kep’ his promise† (Twain 74) to him. He credits Huck for providing him with freedom. Also, Jim gives such a heartfelt, emotional speech to Huck about how he regrets hitting hisShow MoreRelatedMark Twain s Adventures Of Huckleberry Finn1755 Words   |  8 PagesMark Twain’s Adventures of Huckleberry Finn is a masterpiece and an American classic according to Alex Brink Effgen, a PhD student working on the impact of Twain’s writing (Effgen). Twain expresses the problems that faced America during the 1830s to 1870s through the point of a view of a boy that indirectly expresses his hate for the accepted societal rules that a re placed on ideas such as racism. Twain’s use of dialect, language and symbolism express the Realism era and creates a powerful masterpieceRead MoreMark Twain s The Adventures Of Huckleberry Finn2015 Words   |  9 Pagesthe latter nineteenth century, the famous author Mark Twain, less commonly known as Samuel Clemens, produced The Adventures of Huckleberry Finn. A few years prior to the publishing of The Adventures of Huckleberry Finn, Mark Twain released possibly his most famous book, The Adventures of Tom Sawyer, which is very much an adventure novel. In the early chapters of Twain’s sequel, it appears that ¬Ã‚ ¬Ã‚ ¬Ã‚ ¬ The Adventures of Huckleberry Finn is another adventure novel, and that it is just following a differentRead MoreAnalysis Of Mark Twain s The Adventure Of Huckleberry Finn 1064 Words   |  5 PagesKirubel Sharpe Mr. La Plante Honors English 11 AA Fifth Hour 8 January 2015 Unit IV Essay Mark Twain argues that â€Å"self-moral code† votes society’s â€Å"moral code† in determining what’s right or wrong. He supports his assertion by juxtaposing Huck Finn s believes to society’s morality and making fun of the idea of speeches. In order to manifest his beliefs to the readers, Twain uses Juvenalian satire and irony to demand society to second guess the moral codes set by society and instead for each personRead MoreAnalysis Of Mark Twain s The Adventures Of Huckleberry Finn752 Words   |  4 Pagesit. In the 1880s classic American novel, The Adventures of Huckleberry Finn, Mark Twain urges individuals to release themselves from the current bonds of society to achieve a greater level of happiness. In order to reach the greater level of happiness unreachable in the current circumstances of society, individuals must learn from and mimic nature’s methods which nature utilizes to better itself. Analysis of Literature Critics generally agree Mark Twain intentionally uses nature, more specificallyRead MoreAnalysis Of Mark Twain s The Adventures Of Huckleberry Finn1322 Words   |  6 Pagesneeds to have the feeling that he is surrounded by characters of reliance and assurance. Huck Finn has a highly different perspective of the world opposed to the people who surround him. Most importantly, Huck struggles heavily on determining the difference between right and wrong because of the people around him that influence him. He makes his decisions based upon past experiences dictated by trust. Mark Twain makes the choice of a social satire because having Huck tell the story allows the reader toRead MoreAnalysis Of Mark Twain s The Adventures Of Huckleberry Finn Essay1936 Words   |  8 PagesCHAPTER –III HUMANISM IN MARK TWAINS NOVELS A study of Mark Twain’s Adventures of Huckleberry Finn is an adventure in understanding changes in America itself. The book, at the center of American geography and consciousness, asks readers to reexamine definitions of â€Å"civilization† and freedom, right and wrong, social responsibility and inhumanity. Published in 1885, the novel recounts those pre-civil war days when the controversy over slavery, with designated slave and Free states, disfigured the faceRead MoreMark Twain s The Adventures Of Huckleberry Finn And The Adventures Of Tom Sawyer1654 Words   |  7 Pagesliterature, Mark Twain claims the title. He is a paragon of the ideals that are ascribed to what a(n) (American) writer should be; his humor, his fluid and flexible writing, his ability to portray emotion and passion via ink on dead slices of trees is a mirror image of the- alleged- freedom that America purports. Even in death, his penname is renown- his autobiography a jumbled, yet appealing mess th at was released 100 years after his expiration. Out of the numerous writers in America, Mark Twain is theRead MoreMark Twain s The Adventures Of Huckleberry Finn And The Adventures Of Tom Sawyer1226 Words   |  5 PagesMark Twain, American humorist and novelist, captured a world audience with stories of boyhood adventure and with commentary on man s shortcomings that is humorous even while it probes, often bitterly, the roots of human behavior. His writing, Shelley Fisher Fishkin who is one of the leading scholars on the work of Mark Twain in American culture and literature observes, involves an entreaty to rethink, reevaluate and reformulate the terms in which one defines both personal and national identityRead MoreMark Twain s The Adventures Of Huckleberry Finn1752 Words   |  8 Pagesinto New England which were pro-slavery in the 1850s (Ingraham). In Mark Twain’s The Adventures of Huckleberry Finn the setting is somewhere around 1840 in the areas surrounding the Missis sippi River, and there were different standards back then regarding race. Twain has his characters fit the mold of how someone back then would talk and how they would act, and racism is a part of that. In The Adventures of Huckleberry Finn, Mark Twain uses realistic elements such as regionalist dialect and the characters’Read MoreMark Twain s Adventures Of Huckleberry Finn1562 Words   |  7 PagesMark Twain (Samuel Langhorne Clemens) Introduction Samuel Langhorne Clemens (November 30, 1835- April 21, 1910), commonly known as Mark Twain was an American writer whose works act as social commentary on issues including racism, poverty and class distinctions. His most distinguished novels, The Adventures of Tom Sawyer (1876) and its sequel, Adventures of Huckleberry Finn (1885) convey the vanquished way of life in the pre-Civil War Mississippi Valley and life on the river. His unpretentious, colloquial

Marketing Strategy of Levi Strauss- A SWOT analysis †Free Sample

Question: Write a report about the Marketing Strategy of Levi Strauss? Answer: Executive Summary: The report contains a brief introduction on the topic followed by an introduction to the company profile, which would clear us regarding the brand value and products of the company, its industry image and image in the market. A SWOT analysis is done to understand the current market scenario and the challenges and opportunities that the company is facing in the market right now. There are various challenges threats and opportunities and the scope of growth is stiff as the market already has many players with same type of products and accessories. The various objectives for enhancing market growth, profit maximisation and sales volume has also been discussed. This study will give us a thorough understanding of the company and its various aspects. Introduction: Marketing strategies of a company are those strategies, which helps a company to maximize profit by achieving sales growth and a sustainable environment. This study aims at finding out the goals that aim at increasing sales volume, market share, and profit in the market. The current market situation will also be analysed keeping in mind the market, product, distribution, and competition. SWOT analysis has also been done to understand the current market scenario. The market strategies with reference to the 4p`s namely product, price, place, promotion has also been discussed. The product that will be discussed in the report is Levi`s Strauss jeans. Company profile: Levi`s Strauss is an American clothing company that is known worldwide for its Levi Strauss brand of Denim jeans. It was founded in the year 1853. Levi Strauss is world widely divided into three divisions. These divisions are in Europe, Middle East and Singapore. 10,500 employees are presently working for the company. The marketing strategies of the company mainly include television advertisements with old music recordings. The company has done well in the market and holds a good brand equity, the number of cult customers of the levi strauss jeans is very high among the young generation. Levi`s Strauss has a brand name which is very popular among the people who find it a fashion statement wearing the jeans. All the showrooms of levi strauss are very stylish and the ambience is that they can attract the youth easily. The study is done very meticulously to properly understand what are the factors that really affect the market space of levi strauss. The integrated marketing communicatio n of Levi Strauss will help to know the competition in the market and a proper marketing plan can be drawn out of it to know Market research through a SWOT analysis: Levi Strauss is a brand that has a big market to play in. There are various market competitors with almost same product line. In a market like this, the existence is very tough. In order to survive in the market the company has to come up with new marketing strategies to bring in new customers, new strategies that would switch the competitors customer`s to the levi strauss competitors. The SWOT analysis of the study would let us know the various internal and external strengths and weaknesses (Aldridge, 2005). Levi Strauss is a company which deals in with apparels and accessories in the retail sector with the tag line of quality never goes out of style. The company has its unique selling proposition of selling the oldest jeans with the newest style. It acclaims in the market of presenting the customers with the most stylish designs of jeans. The segment of customers that it handles is the upper segment and the middle segment of the society. The people with a cult to stylish product ar e its main buyers. The SWOT analysis of the company is given below: Strengths: 1. Strong brand name: The brand name of the company is so strong that people while buying stylish jeans and accessories consider going to the Levi`s Strauss outlets (Baines, Fill Page, 2008). The outlet always provides the customers with best of their stock and up to the level of the customer`s expectations.2. Master of the industry: The Company has its name in the market since 1853, which is one of the oldest so it is known as the master of the market with extensive knowledge of the market and various strategies that has made it a company that it is existing in the market for so long.3. Distribution channel and outsourcing: There are three huge divisions that the company has around the globe, Europe, Singapore, and Middle East. It has a huge distribution channel that provides the product all over the globe. In order to retain its entire distribution channel it has to come up with many sales and trade promotions. The sales and trade promotion helps it to retain in the market.4. 470 self-owned stores and 16000 employees: The Company has 470 stores of its own globally and has more than 16000 plus employees who works for the business. Having this huge number of employees and this many number of stores worldwide is a proof of the reputation of the company in the market. 16000 plus employees are the reason of its growth and Levi Strauss is known for its homely behaviour with its employees. Levi Strauss values its employees and because of which the turnover ratio is low (Breward, 2003). The employee retaining capacity of the company has made it to stand high in front of the competitors.5. Finance and access to international capital: Since the company has a huge good will and good reputation, its access to international capital is also huge. The financial support that the company gets from the market is brilliant. Access to finance in the market gives the company an edge over its competitors. The market is very volatile having strength like this is very commendable.6 . Retro popular songs: The advertising strategy of Levi Strauss depends on its believe of showing the most popular songs on its advertisements. They shoe the popular retro songs, which looks very stylish and makes the viewer perceive a very positive and at the same time very fashionable about the product.7. Many manufacturing plants: the company bears 60 manufacturing plants in the United States of America and 25 plants across the globe. The demand of the Levi Strauss jeans is high and so the number of plants worldwide is huge (Etzel, Walker Stanton, 2007). Weakness: 1. The company has high pressures from its competitors because of which it has to be always prepared to be defensive. The company has stiff competition in the market because of which it has to be very clear about its strategies. The company cannot afford to lose its customers to its competitors. 2. Huge pressure from the market: If there is huge competition in the market, the competitor is holding the same line of product with very less differentiation, then the scope growth becomes very less. The company has to struggle a lot in the market to convince the customer to buy the products of the company instead of the competitor`s. They can only do this if they do not compromise with the quality. Quality is the only factor that holds the cult customer. Oppurtunity: 1. Low manufacturing cost in international market: The company can view this as an opportunity that there are countries where in the cost of production is low because of cheap labours, low cost of land etc Levi`s Strauss gets this benefit of low production since it has 25 manufacturing plants worldwide (Groom, 2012). These manufacturing plants always produce the products at a very low rate then produced at the home market. It is as an opportunity and the number of plants should increase to have an edge over the competitors (Lake, 2015). 2. Growing casual wear market: The trend has change, the number of people wearing casual wear has increased and it is a boon to the industry. The jeans industry can play well and Levi Strauss can enlarge its market, as this is a big opportunity. Regarding this, the company can maximise its marketing and its production. The idea is to come up with new designs and styles and with different ranges so that other classes of the society can also become Levi Strauss`s customers. To attract the other customers, the company has to look after it that it has more varieties and it there should not be any compromise with the quality (Jones, 2002). 3. Acceptability in the world market: The company has products and accessories which use to be worn by the western people at some point of time but today the world has changed, people all over the globe has accepted the western apparels, they wear them with great style and happiness. Levi Strauss just has to look for more markets to sell its products (Kerin, Hartley Rudelius, 2011). Threats: 1. Fast changing trends: The world today is very dynamic and the trend is changing day by day which gives very time for everything. Less time for coming up with new designs, less time for production, less time for marketing. This scarcity of time leads to loss of production, wastage of capital in marketing. 2. Lack of property rights: In some countries there are manufactures who manufacture jeans in the name of Levi Strauss and sell them at very low rates at markets. The customer is not able to detect the quality and buys it at a low price (Kerin, Hartley Rudelius, 2013). This is very common and it has ruined the customer count of the company. The company cannot stop this because this is happening in some other country (Kerin, Hartley Rudelius, 2011). 3. Increasing competition and product substitution: As mentioned above the company is facing many challenges in the international market because of its competitors (Kotler Keller, 2009). The market is stiff as the competitors hold same products and accessories like that of Levi Strauss. The company has to look into various aspects before launching its products in the market (Kotler Armstrong, 2012). There are huge chances of big failures. Competitors: There are mainly four competitors of Levi Strauss Lee Wrangler Spykar Tommy Hilfiger Objectives to acheive sales: To develop a new ad campaign with a goal to increase brand recognition. To meet or exceed the sales target. Increase Conversion ratio of customers every month. Increase the frequency of advertisements in fashion magazines. Monitoring the competitor`s activities to learn the dynamics of the market and create defensive strategies. Increase in the distribution channel, and attaining good sales through them. Increase the number of production plant in those countries where the cost of production is low. Enhance the presence in the global market by increasing online marketing (Lamb, Hair McDaniel, 2009). Objectives to achieve market share: Opening new outlets at those places where the company has not entered yet. Bringing new designs in the market and keeping the customer at ease. Increase the distribution channel. Objectives to Maximise Profit: 1. All the products should meet the standards of the demand and maintain the same level of reputation in the market.2. Physically, the company should try to expand its locations.3. Internally, the organization can do restructuring whenever needed.4. Maintaining good relationship with the distributors and enhance the channel.5. Innovation can come by following the trend (Muller, Alt Michelis, 2011).6. Keep an eye at the competitors.7. Drive and implement promotional plans to retain present and attract new customers.8. The technological up gradation can help advertise the product globally (Pride Ferrell, 2010).9. Sale should expand to the existing customers.10. Develop a new customer database, which can be used for various purposes later on.11. The implementation of customer relationship management is very necessary in this industry (Tracy, 2014).12. New products is introduced in the existing market.13. There should be cost minimization and maximization of profit profit by adequate u se of resources, doing less wastage.14. Levi Strauss should highly emphasize on brand awareness because in an industry like this the product reaches people only when it`s on talk (Wilson, 2011). Marketing Strategies: A marketing strategy aims at increasing the sales and profit of the company with new strategies. These are long-term plans that a company implements in order to attain a huge goal. The strategies that a company follows in order to attain profit are well defined, profound and positive. These strategies determine whether a company can do well in the long term or not. Marketing strategies are dynamic and interactive. They may be partially planned and partially unplanned. Marketing strategy needs to take a long- term view, and tools such ascustomer life- time valuemodels can be very powerful in helping to simulate the effects of strategy on acquisition. There are various strategies that Levi Strauss can follow in order to gain it`s share in the market. It should be done keeping in mind the 4p`s namely product, place, price and promotion. Product: A product is something that satisfies the need of a customer. All the products adhere to a life cycle. It passes through various phases and riches maturity and declines at the end. Although the fashion of jeans is evergreen but the designs may get obsolete in the market. Product enhancement is what to be done to resolve the purpose. Levi`s Strauss has three sub brands under it namely Levi`s, Dockers and Levi`s Strauss signature jeans. The company has divided these products to cater the needs of the market. The three brands comprises of many products. These brands include accessories, brands, sunglasses, belts, wallets, ladies bags and jackets. Place: Levi Strauss decides the channel of it distribution according to the products. Whole sellers are mostly preferred. There are more than 110 countries in the world where the Levi`s products are distributed. The market share is actually qualitatively high. Price: Price is an important factor for all the products. It tells how much value does a customer makes of a product. Levi Strauss has different prices at different markets. In all the Asian markets, the Levi Strauss products are sold at listed prices. There are offers too at seasonal occasions. Operating at a global area the price has a big effect on the market. In Asia Levi Strauss has a niche market. It is a high than the competing brands. Since it has a big reputation in the market hence it is also a reason for pricing. Promotion :Levi Strauss is known for its very good advertising and promotions. Its advertisements on international fashion magazines and newspapers are making the product effectively popular. Levi Strauss should try promoting its product in the market where still it has not reach. Using internet as a tool for marketing has taken them to a new level. The sales office, distribution level, promotions and offers at malls also contribute to its promotions. Conclusion: In the report we studied the integrated marketing communication of Levi Strauss and its impact on competitiveness. The study is done meticulously and very precisely on the marketing strategies of the company. Keeping in mind the 4P`s of marketing. A SWOT analysis has also been done to study the current market scenario and learn about the strengths, weakness, opportunities and threats that the company hold. There are many scope for many development in the company both internally and externally by doing a deep study on these factors. The market is very stiff but the scope of rising does not fades away. References: Aldridge, A. (2005).The market. Cambridge: Polity. Baines, P., Fill, C. and Page, K. (2008).Marketing. Oxford: Oxford University Press. Breward, C. (2003).Fashion. Oxford: Oxford University Press. Elliott, G., Rundle-Thiele, S. and Waller, D. (2012).Marketing. Milton, Qld.: John Wiley and Sons Australia. Etzel, M., Walker, B. and Stanton, W. (2007).Marketing. Boston: McGraw-Hill/Irwin. Groom, G. (2012).Impressionism, fashion, modernity. Chicago: Art Institute of Chicago. insider, b. (2015). . Jones, R. (2002).The apparel industry. Oxford: Blackwell Science. Kerin, R., Hartley, S. and Rudelius, W. (2011).Marketing. Boston: McGraw-Hill/Irwin. Kerin, R., Hartley, S. and Rudelius, W. (2011).Marketing. Boston: McGraw-Hill/Irwin. Kerin, R., Hartley, S. and Rudelius, W. (2013).Marketing. New York, NY: McGraw-Hill/Irwin. Kotler, P. and Armstrong, G. (2012).Principles of marketing. Boston: Pearson Prentice Hall. Kotler, P. and Keller, K. (2009).Marketing management. Upper Saddle River, N.J.: Pearson Prentice Hall. Kotler, P. and Keller, K. (2009).Marketing management. Upper Saddle River, N.J.: Pearson Prentice Hall. Lake, L. (2015).Beginner's Guide to Integrated Marketing Communication. [online] About.com Money. Available at: https://marketing.about.com/od/marketingglossary/g/imcdef.htm [Accessed 11 Feb. 2015]. Lamb, C., Hair, J. and McDaniel, C. (2009).Marketing. Mason, Ohio: South-Western Cengage Learning. Mindtools.com, (2015).The Marketing Mix and 4 Ps: Understanding How to Position Your Market Offering. [online] Available at: https://www.mindtools.com/pages/article/newSTR_94.htm [Accessed 11 Feb. 2015]. Muller, J., Alt, F. and Michelis, D. (2011).Pervasive advertising. London: Springer. Potter, N. (2012).The library marketing toolkit. London: Facet Publishing. Pride, W. and Ferrell, O. (2010).Marketing. Australia: South Western Cengage Learning. Tracy, B. (2014).Marketing. New York: AMACOM. Wilson, R. (2011).Fashion industry. New York, NY: Rosen Central.