Attached are the documents for the previews weeks.  

Assignment Content

Purpose of Assignment

The purpose of this assignment is to help students think through the importance of social, legal, and ethical issues that may arise with their product or service and the implications of decisions made within those frameworks. It is designed to help the learners understand ethical and legal issues related to marketing practices. This knowledge helps to prevent such issues when developing marketing strategies in their marketing plan. The executive overview of the marketing plan is not a summary and conclusion, but an overview of what the plan entails and what it does not address.

Assignment Steps

Note: The Social, Ethical, and Legal Implications assignment is part of the total marketing plan as outlined in the grading guide. It is not a separate paper.

Resources: Marketing Plan and Outline

Producing and marketing a product without regard to ethical, legal, and social considerations is detrimental to the overall success of any company.

Assess in a maximum of 700 words the ethical, legal, and social issues affecting your product or service in two markets: The United States and one international market. The domestic market generally means the market where the company headquarters are located. If you choose a domestic market that is not the U.S., then your other market is required to be the U.S. marketplace. This will be added to the Target Market section of your Marketing Plan.

Include the following:

· Develop a process to monitor and control marketing performance. This process could be a flowchart but a flowchart is not required (flowcharts do not count towards your word count requirement).

Formulate a maximum 350-word executive summary including at a minimum the following elements to include in your marketing plan:

· Required executive summary elements:

· Strategic Objectives 

· Products or Services 

· Optional executive summary elements:

· Resources Needed 

· Projected Outcomes

Integrate the previous weeks’ sections, and incorporate corrections and suggestions from the instructor’s weekly feedback. The marketing plan should contain elements from each week of the course, including:

· Understanding Target Markets (Week 2)

· Promotion and the Product Life Cycle (Week 3)

· Price and Channel Strategy (Week 4)

· Marketing Communication and Brand Strategy (Week 5)

· Executive Summary, Legal, Social and Ethical Considerations (Week 6)

Format your assignment according to APA guidelines.

References

Plagiarism-Free

Title ABC/ 1 23 Version X

1

Marketing Plan Outline and Timeline

MKT/571 Version 10

1

Marketing Plan Outline and Timeline

Marketing Plan

You are expected to develop a marketing plan, according to the outline below, for a product or service of your choosing. The product or service must be identified by the end of Week 1. The product or service you select is used to develop the assignments for Weeks 2 through Week 6. References must be included for each section.

There are no defined standards for the length of the marketing plan; however, your plan must disclose complete marketing strategies and provide reliable and valid references and data supporting the strategies to convince the target audience. The plan must be written in plain language that would be easily understood by stakeholders.

Marketing Plan Outline

Your final marketing plan must consist of the following sections. Refer to the timeline for due dates for each section and subsection. Assignments may include modifications to these lists. Please use lists provided in assignments only.

· Executive Summary:

· Strategic Objectives

· Products or Services

· Resources Needed

· Projected Outcomes

· Situational Analysis:

· Vision, Mission, Strategic objectives, Values

· Internal Analysis

· Strengths/Weaknesses

· Capability/Capacity

· Competitor’s Strengths/Weaknesses

· Technological Competency

· Product or Service Analysis

· Market Segments

· Research

· Primary Research

· Secondary Research

· Consumer Analysis

· Customer Profile

· Continuous Consumer Monitoring & Research

· Environmental Scanning

· Identify Market, Economic, Technological, Regulatory, Legal, Social, and Ecological Forces

· Current Opportunities

· Potential Future Opportunities

· Current Threats

· Potential Future Threat

· Target Market(s):

· Demographics

· Psychographics

· Ethical Issues

· Legal Issues

· Social Issues

· Product, Place/Distribution, Promotion, and Price Strategies:

· Product Descriptions and Product/Service Mix Strategies

· Product/Service Determinants

· Creating a Brand Image

· Maintaining Brand Image

· Branding Concerns

· Distribution Strategies

· Channels, Mass, Selective, Exclusive

· Promotion/Integrated Marketing Communication

· Advertising Strategy/Objectives

· Push and Pull

· Media Strategy

· Advertising Execution

· Sales Promotion

· Direct Marketing

· Public Relations/Strategies

· Positioning

· Dynamic/Static Pricing Strategies

Marketing Plan Timeline

Week 1: Marketing Plan Topic

· Consider your company and product or service selection in Week 1. You may select an existing type of product or service or a new product or service but it must be global or multi-regional. Once you have selected your product or service, you must define the size and type of company that provides the product or service (available from annual reports). This need not be elaborate but must include total number of employees, production volume, distribution methods, and so forth. Company and product or service selection is a critical part of this project. You must ensure your proposed company can implement the marketing methods discussed in the text.

· Key to creating an effective marketing plan is the ability to analyze the environment in which the product or service will be offered. The Week 1 assignment allows you to begin to understand various reports and how they can be used in your marketing plan.

Week 2: Understanding Target Markets

· To develop effective relationship marketing, a company must first understand its targeted consumers’ buying influences and behaviors. In Week 2, create the Research section of your plan. In addition, create the first two parts of the Target Market section, which includes performing the demographics and psychographics analysis.

Week 3: Promotion and the product life cycle

· All products/services go through a life cycle of NPI (new product introduction), growth, maturity and decline. These various stages affect the marketing strategy and promotional efforts. In Week 3, you will incorporate a promotion strategy that addresses at least three areas of the product life cycle.

Week 4: Price and Channel Strategy

· How one goes to market and the influences of the channel (channel power, strength of channel, speed of channel, etc.) affects the pricing strategy of the product or service. In Week 4 your pricing and distribution strategy will be incorporated into the marketing plan.

Week 5: Marketing Communication and Brand Strategy

· Brand strategy and the communication of the brand is essential to understanding the various phases of a product or service (viz a viz the life cycle). Brand recognition is based in the marketing communication efforts of the firm. When you hear or see the word Coke, you immediately know it is Coca Cola. When you see five interlocking rings of different colors you know that is the symbol for the Olympics. In Week 5, you will develop a brand and communication strategy for your product.

Week 6: Executive Summary, Legal, Social and Ethical Issues, Final Plan

· Review your final plan. Does the plan effectively analyze market strategies? Are the social, ethical, and legal considerations valid and accounted for? What is the relationship among quality, price, satisfaction, and perceived value within the plan?

Copyright © XXXX by University of Phoenix. All rights reserved.

Copyright © 2017 by University of Phoenix. All rights reserved.

Running Head: MARKET PLAN AND MEMORANDUM 1

MARKET PLAN AND MEMORANDUM 5

Market Plan and Memorandum

Week 1

MEMORANDUM

To: Senior Vice President of Marketing (Professor Meraj Khan)

From:

Dennis Gamarra

CC: MKT/571

Date: 12/8/2016

RE: MARKETING ANALYSIS

Summary Analysis

In a review of the summary analysis completed by our marketing analyst, I have put together some insights from the report that will help further explain the story in detail. The information provided includes details on the significant areas of increase and decrease in revenue. It will also include trends in terms of revenue and insight that will further grow as well as any additional analysis I can provide.

Revenue Details

In looking at the year to date numbers of January – June 2015 versus January – June 2016, revenue generated during this time frame did increase the year of year. Additionally, in all three-time frames of the overall report, revenue increased, with the majority of it coming from domestic sales. These sales are the strongest in the company and average between all time tables around 87 percent of the business. This does, however, lead to a negative trend in international sales explained later in the memo. There overall are no significant drops in revenue by any specific customer class. However, there were small drops in revenue from particular clients such as Delta Appliance. Overall the company is showing average gains but could compete more and increase profits through a few suggestions found in the additional analysis.

Trends

Gross Profit is an issue with the top customers as for the Month to date figures. It has decreased significantly, with many of the top customers showing a negative gross profit percent. Though the bottom-line total profit percent is unchanged, continuous negative percentages will result in a negative effect on the bottom line. Additionally, international sales across the board are down in comparison to domestic sales as these two in all prior months averaged a close to 50-50 spilled but now are heavily leaning towards the local markets with an almost 90-10 split. The reasoning behind the change is not clearly explained by the report, but it does give provide insight as to where to make future adjustments.

Additional Analysis

It is recommended that Marketing begin to research and focus on the trends going on internationally and focus on impacting those markets. With gross profit being relatively close for either market, driving sales globally will increase sales to the company as a whole. Goals should be set in an effort to maximize the reach of the company and improve the customer base to coincide with businesses generating the most revenue for the company.

Yours Faithfully.

Dennis Gamarra

MARKETING PLAN: NINTENDO

History: Nintendo is most known for the creation of one of the most successful firms providing video games, the Nintendo Leisure Framework (NLF), along with various characters created for software titles such as Exclusive Vibes Brothers. It, however, is a company with a long history that can be traced back to as far as 1890. Its first claim was NExt, and it was a start-up firm whose inspiration came from the work of philanthropists in Japan like Hussein Nehru and manufactured handmade simple playing items used to play various games. (Jones, 2013). Elite Visionaries to 1985 and the firm, who wanted to branch out and produce its own consoles and software, created the NES. This started an unbeaten run that has now lasted more than three decades with the introduction of newer consoles and newer games that take advantage of today’s technological advances.

Company Name: Nintendo

Location of Company Headquarters: Kyoto, Japan

Name of Product or Service Selected: Multiple Products primarily in the Video Game industry including, Hardware, Software, Accessories, and most recent additions into the mobile app industry.

General Description of Company: Nintendo is a firm that has experienced very challenging business periods as well as successful investing periods all through their years in business. It has successfully launched video game systems and been a recognized firm in the provision of such products. However, I have also innovated items that have consumed much of the organizational resources, including most recently lost revenue based on the lack of sales of its current-generation console, the Wii U, but the makeup of that lost revenue with the launch of the mobile app Pokémon Go. Nintendo employs approximately 6,590 employees and has $504.78 billion in revenue per sales made.

General Description of Product or service: The main products that the firm produces are video game hardware and software devices. They have a long history in the video game industry and have many characters and properties that they own the exclusive rights to. There most recent release of a NES Classic, a mini version of console released in 1985 with built-in original classic games, is an example of how the history within the company can be used to generate new profits with little to know new innovation while capitalizing on the nostalgia factor and supplying products for all generations of video game players around the world.

References

Jones, T. (2013). The Surprisingly Long History of Nintendo. Retrieved from

http://gizmodo.com/the-surprisingly-long-history-of-nintendo-1354286257

MAEKETING PLAN –WEEK 2 4

Marketing Plan

Dennis E. Gamarra

Instructor: Meraj Khan

MKT/571 Marketing

February 10, 2020

Marketing Plan

The marketing plan for the Nintendo firm is five years. Due to the relative decrease in its international sales across the board in comparison to its domestic sales margin, the firm has put significant measures to get back to its initial to its glory. The management of Nintendo has secured funding that will inform its marketing plan for the said period. The project on marketing will be pegged on three elements, namely; consumer analysis, identification of market, economic, technological, regulatory, legal, social, and ecological factors. Additionally, potential future threats will be examined (Jones, 2013).

Consumer Analysis

The marketing target for the Nintendo firm is represented with lots of opportunities that need to be exploited. On the contrary, the environment also contains challenges that the management of the company seems to be determined to counter-attack. The field of creation of multiple software, mostly in the video game industry, is what defines the operation of the firm. Hardware, software, accessories, and most recently mobile app industry encompasses this venture.

Identification of Market

The company’s target market for its video game products is consumers aged 10-30years. These are categories of teenagers with the liking of video playing. They can only find this kind of magic from the company. The recent introduction of the mobile application will come in handy, especially when they feel to exploit and download other related apps. Furthermore, the targeted group of consumers is demographically represented as playful though conscious of their surroundings. They are a combination of both young and middle-aged individuals.

Nintendo hopes to continue exploiting this avenue to broaden its market share locally. Furthermore, with technology on the rise, the firm will endeavor to identify international markets as a way of having a market niche worldwide. Video gaming has now become a household practice all across the world. Therefore, introducing software and hardware in every region while being controlled from a central place will be paramount. Although Nintendo has, in the recent experience huge losses due to lack of current-generation console, Wii, it opts to bounce back soon. The exploitation of the outside market will be an essential strategy in resource allocation. It, therefore, has a plan to move from Kyoto, japan to Far East Asia, and the Mid-Atlantic States.

Current Threats

Economic factors:

The slight increase in sales from 2015-2016 is a clear indication that the Nintendo company is moving in the right direction (Jones, 2013)… Nonetheless, economic factors such as an increase in currency exchange might be a hurdle. There is a particular client named Delta appliances whose revenue dropped due to unforeseeable economic trends. However, with the information beforehand, proper planning and budgeting will be reprimanded by the management in the future to avoid such an eventuality. Other current threats are duplication of software and hardware, mobile application viruses, and addiction by the consumers.

Potential Future Threats

Technological changes:

Globally, technology has and continues to hit the first list of appreciating trends in the world of marketing. As a party to this effect, the Nintendo firm will go through these particular changes. It is only by this movement that it will remain relevant to the market even as it seeks to secure fast-moving accessories.

Moreover, staying alive to this change will enhance the fast movement of information and, most importantly, its safety. With technology, the firm will benefit tremendously through marketing its products. New applications on mobile phones and its accessories will not go unnoticed by the target market and, indeed, across the world. Other potential threats include poor international regulatory laws-especially when it comes to the disposition of used and damaged video games, competition from other related firms, and unnecessary injunction put by the government. However, the Nintendo organization is hoping to work with the international market bodies beforehand to avoid any friction that may arise.

In conclusion, Nintendo Company’s five-year plan will be anchored on international market exploitation. The target market will also involve adults between the aged of 30-35. This plan will aim at broadening the customers’ base. Additionally, with the invention of NES classic, a min-version of console released in 1985, the company anticipates growth in gross profit by 10 percent (Jones, 2013)… Therefore, capitalizing on the nostalgia effects while keen to supply products around the world for all generations of game videos player. This marketing plan will come to fruition with a well thought out budget plan execution as prescribed in the rollout plan.

References

Jones, T. (2013). The Surprisingly Long History of Nintendo. Retrieved from

http://gizmodo.com/the-surprisingly-long-history-of-nintendo-1354286257

 

Running head: MARKET STRATEGY 1

MARKET STRATEGY5

Market strategies for the new product in the market

Dennis E. Gamarra

Instructor: Meraj Khan

MKT/571 Marketing

February 17, 2020

Market strategies for the new product in the market

Market penetration strategy

It is the strategy used by the company to expand the market share for the existing products and services being offered by the company. When the products are introduced into the market they will undergo four stages of the product life cycle which include introduction, growth, maturity, and decline.

At the introduction stage, the products will be facing competition and the company may decide to use different strategies to ensure that it gets some customers from the existing companies supplying to that market. Strategies may include lowering the price, investing in research to understand customer needs so that products are made in a way that meets the demand of customers. This stage is the most costly stage.

At the growth stage, the business now has established and the market share is increasing what the company needs to do is to maintain the customers it has acquired and used other strategies of ensuring that it increases the market share to gain a competitive advantage over the competitors.

At the delining stage, the product of the company has reached the maximum market share and there is no room for further growth. In order to fr the company to survive after this stage is to think of another product line.

In testing whether a marketing strategy for a certain product or service is successful, the promoters must come up with the most viable metrics to measure the effectiveness of the product in the new market. (Hennig-Thurau, 2010). The first method to measure the effectiveness of the product will be by looking at the frequency of inquiries by the clients about the product or services on the website of the company. The internet parametric can be used to determine the number of times that potential customers visited the websites ensuring the products and services being offered. In cases, where many customers have viewed the website in search of the products and services being offered then the marketing plan can be considered private.

On the opposite, a scenario in which fewer customers are accessing the website to seek information about the products and services being offered due to lack of proper awareness created by the marketing strategy of the company. Hen only a few customers visit the website then it is true that the marketing strategy is not functioning. The FAQ section of the web site offers san opportunity for the potential customers who visit the site to provide information on whether they have been made aware of the existing product and services on the website of the organization. For instance, the questions asked by the customers such as the time of operation of the company in terms of opening hours, and inquiry about the products and services available. When such questions are asked then the company is in a position to determine the effectiveness of the marketing strategy.

On the opposite, when customers are not asking questions about the products being offered and the operations of the company hen there is a belief that they are not aware of indicating the failure of the marketing strategy. Therefore, the frequency of customers accessing the company website is a good measure for determining the effectiveness of marketing strategy through advertisement.

Media Methods for the NPI
Different methods can be used when introducing a new product in the market and can take the form of print and non-print media. Examples of printed media are magazines which most of the customers buy daily and can use them to get information about the new product in the market. Print media is the best because in case the customer forgets about any feature of the product advertises the customer can easily retrieve the magazine and get the information back. It also allows customers to read in their own free time. Another way of introducing the new product into the market is by the use of non-print media which are social media platforms such as YouTube, Twitter, and Instagram, and Facebook to create awareness on the new products being offered to the market by the company (Mangold, 2009)
Integrated Marketing Communication
This marketing strategy involves the use of intensified and diverse methods for marketing the new product into the outside world. It is made up of a combination of digital and traditional marketing strategies. (Schultz, 2014). 
Advertising Execution
It is a marketing strategy that comprises the frequency at which the different channels of adverts are used in relation to the selected adverts mode. In order for the advertising model to be effective, it must be prompt. This means that the execution of those adverts should be carried out intensively to reach more potential customers.

Direct Marketing strategies
Direct Marketing strategies are where the company produces products and services than by the use of salesperson it moves into the neighborhood market to create awareness of the new products to potential customers in that market through sales and marketing. When offering new products to the market promotions are encouraged where customers get products at a lower price on that day to convince them to test the new products or be given a free gift such as T-shirts. Direct marketing strategy is an effective method of increasing product awareness to its potential customers.

References

Hennig-Thurau, T. (2010). Relationship marketing success through investments in

customers. In Relationship Marketing (pp. 127-146). Springer Berlin Heidelberg.

Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the

promotion mix. Business Horizons, 52(4), 357-365.

Schultz, D. E., Tannenbaum, S. I., & Lauterborn, R. F. (2014). The new marketing paradigm: Integrated marketing communications. McGraw Hill Professional.

1

RunningHead:

PRICE AND CHANNEL STRATEGY

4

PRICE AND CHANNEL STRATEGY

Price and Channel Strategy

Dennis E. Gamarra

Instructor: Meraj Khan

MKT / 571 Marketing

February 24, 2020

Price and Channel Strategy

Price settings refer to the process of setting up the cost of a product to the consumer. Price setting generally means the process of coming up with a value the consumers have to pay to acquire a product. Channel strategy, on the other hand, refers to a vendor’s plan for moving a product through the market chain to the final customer. A channel strategy aims at exposing a companies product to a potential buyer in the market. Distribution is a general term that is used to mean the action of sharing something or making something available to costumers. The concept of pricing and distribution in business work interdependently in the market (Cohen and Neubert 2017) Distribution pricing is the price at which the business chooses to sell its products to vendors who will distribute the product

In measuring profitability, standard metrics used are earnings before interest, taxes, depreciation, and amortization. All measures of the business profitability begin from the revenue. Revenue is the income that is generated from the sales of goods. Product pricing has an impact on profitability at every level. In the market, an increase in the price of a product creates a corresponding increase in revenue. Revenue increase increases business profit. Gross profits increases when there is an increase in revenue. Gross benefits are gained through total revenue collected less than the total cost of the product. Market distribution increases the profits of a business by increasing the number of sales in the market. An increase in sales gives a corresponding increase in the total revenue. Market share distribution will mean that the business will sell more of its products, which ultimately increases the revenue of the company. Business revenue determines the profits of a business. An increase in market share increases product sales, which leads to an increase in sales.

Distribution of products varies, giving rise to different strategies in the market. Distribution talks of how products move from the manufacturer to the end customer, cost, and time of the distribution and the competitive advantage of the distribution employed. Indirect involves products reaching the customer through numerous channels. The chain is long, and the company has to sell at a price that will favor the chain. Direct distribution is where the business directly sells the product to customers. This strategy gives a better chance of high revenue collection. Intensive distribution involves having a mass marketing product. It entails reaching the market at all possible levels. The distribution technique used determines the sales in the market (He, Rong and Shen 2020)

The pricing strategies in a company include penetrate, skim, and follow. Depending on the type of marketing strategy being employed, the pricing has to be made. Penetrate involves the setting of a low price, giving value to customers. Penetrate give the business maximum profits. Skim consists of setting a high price to show product value and capture maximum revenue. Follow pricing strategy consists of fixing the price of commodities depending on the price set by competitors in the market. The price strategy greatly determines the sales in the product market. Price strategies build the product name in the market, helping in product marketing. A good pricing strategy will impact on product distribution, which relatively has implications on the sales.

In ensuring high product sales in the market, positioning within the channel is considered. Corrective positioning solves the four Ps of marketing, product, price, promotion, and place. The company’s interest is always to make profits large enough to ensure the growth of the business. The sales in company products are determined by the product, price of the commodity. High product sales generate much revenue for the company. The cost of the products determines the number of purchases and, subsequently, the amount of revenue that will be collected. High product sales and high prices generate high revenue. High income ensures the high profitability of the business.

References

Cohen, B., & Neubert, M. (2017, September). Price-setting strategies for product innovations in the Medtech industry. In the 10th annual conference of the EuroMed Academy of business (pp. 459-473).

He, L., Rong, Y., & Shen, Z. J. M. (2020). Product Sourcing and Distribution Strategies under Supply Disruption and Recall Risks. Production and Operations Management.

Running Header: BRANDING STRATEGY AND MARKETING COMMUNICATION PLAN

.

Running Header: BRANDING STRATEGY AND MARKETING COMMUNICATION PLAN

Branding strategy and marketing communication plan

Dennis Gamarra

University of Phoenix

Instructor: Meraj Khan

March 2, 2020:

Branding Strategy and Marketing Communication Plan

Every firm is obliged to create a brand of their own that will market them and market their products as well. There must be a good strategy for the branding of the to enable the firm out to do their competitors in the marketing of their products. During the branding process, a firm must also put into consideration on the way to communicate with their prospective customers as well as play fairly on competitors. In the branding, one situational analysis that has to be put into consideration is the vision, mission, strategic objectives, and the values of the firm. In the branding process, the firms are highly advised to maintain their mission and the vision to ensure that they do not focus on a different goal. The communication message to the audience should be in the capacity to drain their attention and interest on the products but not away from the business. The communication method should be appealing and be objective towards the mission and the vision of the firm (Blakeman, 2018).

The strengths and weaknesses of the firm should also be highly considered in the branding strategy. Firms should be keen to ensure that they do not expose their weaknesses during communication with their audience during promotion events as this will devalue the firm, and this may lead to falling in their sales, and even the competitors may use the weaknesses as their competing tool. The firms should give a high priority in the exposure of their strengths to their prospective audience in their branding as this highly influences the habits of the audience towards the products of the firm. The strengths, when efficiently communicated through the branding, will lead to the achievement of the set goals of the business is a good time. The firms should also have great objectives during the advertising of their products. The purposes will enable them to choose the proper channel of advertising. The firm should consider a channel where it will be able to access a large number of the targeted group and in good time. Proper communication during the advertisements and the use of the most relevant channel of advertising will foster the rise in the sales of the firm and also facilitate the achievement of the set goals and objectives of the firm (Blakeman, 2018).

On matters to deal with public relations, firms should be keen not to interfere with the rights of the others in society. The firms should design a way on how to interact with their audience in a friendly way and create a good gesture for the whole society at large. Firms should be open to answering any complaint forwarded to them by the audience in an honest way so as to satisfy the interests of their prospective customers. The strategies on how to maintain a good public relation with the audience should be instilled to all the workers if the firms and appropriate training administered to enable them to know and understand how to relate with their audience even in situations where the audience is seemingly hostile. With a good relationship between the firm and the public, the firm will realize tremendous benefits from the society, such as cheap labor from the immediate community and even important information concerning the market trends and structures (Payne, 2017).

The firm should also be keen on creating its brand image. The branding image has a lot of impact on the way it communicates with its audience. More appealing branding images will lead to advancements in the sale. Most customers are always keen on the image a firm paint in them at first, and from that point, they decide on what to do and what not to do concerning the image of the firm painted in them. Firms should ensure that their branding image has a positive impact on their targeted audience and that the objectives and the goals of the branding are hands in hand with the set goals and objectives if the entire firm at large. A well-strategized branding style that is positively appealing to the audience will lead to the effective growth of the firm (Valos, 2016).

References

Payne, E. M., Peltier, J. W., & Barger, V. A. (2017). Omni-channel marketing, integrated marketing communications, and consumer engagement. Journal of Research in Interactive Marketing.

Valos, M. J., Habibi, F. H., Casidy, R., Driesener, C. B., & Maplestone, V. L. (2016). Exploring the integration of social media within integrated marketing communication frameworks. Marketing Intelligence & Planning.

Blakeman, R. (2018). Integrated marketing communication: creative strategy from idea to implementation. Rowman & Littlefield.