The film 1492 Conquest of Paradise was an outstan Essays - Americas

The film 1492: Conquest of Paradise was an outstanding actualization of the voyages of Christopher Columbus and what he discovered. With a great setting and interesting detail, it taught the history of how the "New World" that others may have not known or had not found interesting from a textbook. The director of this film is Ridley Scott. The key actors in the film were Gerard Depardieu, Armand Assante , and Sigourney Weaver. Christopher Columbus was interested in traveling the world as a little boy. The theory of the world being flat was wrong and he wanted to prove it. Those of higher hierarchy believed that if Christopher could travel across the world proving that it was circular and not flat, they would gain spices and gold. When Christopher did cross the world and entered into the "New World," he met natives who were a different color and did not wear clothes. This caused the natives to look at Christopher and his people strangely. Because of that and other aspects, Christopher looked at the New World like the Garden of Eden. The natives started to treat him and the Spaniards (his people) like they were gods. Eventually chaos set in after the Spaniards could not find spices and gold. Regardless, they were set in their mind and refused to give up. Anyone who has never actually watched the film would question the title. How was it a 6 "conquest of paradise?" Was it really paradise or was that ironic? Columbus went to the New World for what would be "paradise." It was the three main things; glory, gold, and God. It was what made the other side of the world actually worth reaching. It was also just their main goal in finding it from the very beginning. The film is simply outstanding just because of the fact that it showed an in depth perspective of what happened during the conquest. It explained the details of the expansion of Christianity and the relationship between the natives and the Spaniards. It definitely flowed into what Christopher Columbus did on his voyage.

3 Steps to Taking an RN to BSN Program

3 Steps to Taking an RN to BSN ProgramIf you are thinking about taking an RN to BSN (RN-BSN) program, you have made a wise decision. You have already achieved a higher level of education that you have dreamed of ever since you were a little girl. The most important question now is how do you get started? There are four basic steps to taking an RN to BSN program.First, you need to look at the type of program you are interested in, based on the kind of nursing you want to pursue. An RN to BSN program is typically one that will allow you to specialize in specific fields, such as psychiatry, pediatrics, or emergency medicine. Your interest will influence your choice, so take some time to do a search on your dream field and see what options are available.Second, you need to decide whether you want to go for a traditional or an online RN to BSN program. A traditional school will teach you lectures, as well as one-on-one mentoring. These are some of the best programs out there because they are hands-on with actual people. This gives you the chance to build relationships with students, and ultimately it gives you a good opportunity to become well-rounded.Next, you need to determine what type of curriculum you want. Traditional programs teach you a comprehensive curriculum, such as clinical skills, laboratory work, or even a combination of the two. These are ideal for a home health nurse, or a doctor who wishes to become more hands-on. An online RN to BSN program may also offer a better blend of academics and hands-on learning, allowing you to develop these skills more quickly.Finally, you need to decide how far you are willing to go in your career as an RN. Many traditional schools require you to stay in your field until you earn your master's degree. An online program can give you the flexibility to choose which programs best suit your goals. For example, a doctor who wants to become a pediatrician, or a child psychologist who wants to become a pediatrician, can take courses in a variety of specialties. Both of these positions are within the scope of a bachelor's degree, and both would qualify for a master's degree.If you are interested in becoming a full-time RN, you can always go back to school after graduating from your RN to BSN program. However, you might also consider pursuing a few years of post-graduate training to strengthen your skills. There are many highly respected institutions that offer this service, and there are scholarships available for those who wish to further their education. If you are determined, the pathway to becoming an RN to BSN is a much easier one.Keep in mind that an RN to BSN program isn't necessary to become a great nurse. However, this program gives you the experience and education you need to pursue a career as a nurse. With the right guidance, you'll be able to succeed and find the joy in caring for others.

JavaScript and Emails †Expert Guide

JavaScript and Emails - Expert Guide When writing an email the two main choices that you have are to write the email in plain text or to use HTML. With plain text all you can place in the email itself is text and anything else must be an attachment. With HTML in your email, you can format the text, incorporate images, and do most of the same things in the email that you can do in a web page. As you can incorporate JavaScript into HTML in a web page, you can of course similarly incorporate JavaScript into HTML in an email. Why Isnt  JavaScript Used in HTML Emails? The answer to this relates to a fundamental difference between web pages and emails. With web pages, it is the person browsing the web who decides which web pages they visit. A person on the web is not going to visit pages that they believe may contain anything that might be harmful to their computer such as a virus. With emails, it is the sender who has the most control over what emails are sent and the recipient has less control. The entire concept of spam filtering to try to strip out junk emails that are not wanted is one indication of this difference. Because emails that we dont want can get through our spam filter we want the emails that we do see to be made as harmless as we can make them just in case something destructive does get past our filter. Also while viruses can be attached to both emails and web pages, those in emails are far more common. For this reason, the vast majority of people have the security settings in their email program set much higher than they have set in their browser. This higher setting usually means that they have their email program set up to ignore any JavaScript that might be found in the email. Of course, the reason why most HTML emails dont contain JavaScript because they dont have any need for it. Where there would be a use for JavaScript in an HTML email those who understand that JavaScript is disabled in most email programs will produce an alternative solution where the email links to a web page that contains the JavaScript. The Only Time JavaScipt Is Placed in Email There will only be two groups of people who place JavaScript into their emails - those who have not yet realised that the security settings in email programs are different from that in web pages so that their JavaScript isnt going to run and those who deliberately place JavaScript into their email so that it will automatically install a virus onto the computer of those few people who have the security settings in their browser misconfigured so that their JavaScript can run.

Career Lessons Most People Learn Too Late In Life

Career Lessons Most People Learn Too Late In Life If I had only known then†¦ How often have these words echoed in your head when you looked back on a less experienced you, and the choices you made then? How many times have your remembered a piece of sage advice and wished you’d taken it at the time? Spare yourself the end-of-career regrets and commit these few lessons to memory. If you internalize this stuff now, you stand a very good chance of avoiding the usual pitfalls- and the twinges of regret later on!1. Life is short.No really. It is. Your workday may feel eternal, but workdays bleed into other workdays and, before you know it, you’re decades into your career. If you’re working a job you hate, or for a bad boss who demeans or disrespects you, or you’re just not challenging yourself to grow, then make a change. You will regret it otherwise. It’s way too easy to get stuck in bad situations thinking it’s the safer option.2. Your health matters.You may think sacrificing sleep, exerci se, and nutrition in service of pushing yourself to work longer hours and take on more responsibilities would be a good call in the short term. But short term has a way of turning into long term and your health will eventually disappear. Don’t sacrifice your body or your health (even and especially your mental health) for success. You want to be able to enjoy that success when you achieve it, right?3. Your network matters.Think you can gamble and not put as much into your social network as the next guy? Think again. Stay connected. Become an authority in your field. Grow a robust and diverse network full of connections you can call upon at different stages in your career. Give back! Very few successful people succeed without following this advice.4. See the world if you can.Time off is important. Getting out of your comfort zone is too. But so is turning off your email, putting down your phone, and logging off for a while. Take a trip. Travel. Experience another culture. Unpl ug and go for a hike. The best moments of your life will not be ones spent hunched over your computer or your Blackberry.5. Keep learning.The minute you think you know enough to stop actively learning, you’ve gone stale. Keep pushing yourself to learn new things, to stay on the cutting edge of your industry, to be topical and prove yourself an asset. Invest in the future and in yourself. And make sure to diversify. Don’t put all your eggs or skills in one basket. Spread yourself wide enough to always have a variety of options and avenues open to you to keep moving forward with your dreams.6. Teamwork is dream-work.Finding the right team can be the magical solution to finding success. Find people that you can work with and notice how much stronger it makes you all to be a part of a dynamic team. You’ll get much farther working together. The lone wolf entrepreneur thing is almost always a myth!7. Worrying is not productive.You won’t ever actually achieve an ything by worrying. If you’re anxious about something, take one proactive step instead. Start hustling. You’ll usually find a solution or a breakthrough and realize you were wasting time worrying about nothing.8. Failure is productive, too.A failure is not an end, it’s a beginning. It’s an opportunity to tweak, to learn, to bank experience, to do better the next time. Think of each as the beginning of a new phase. Then kill it with that phase!

Obstructive Uropathy and Myocardial Infarction Essay

Obstructive Uropathy and Myocardial Infarction - Essay Example Obstruction to urine flow can result from intrinsic or extrinsic mechanical blockade as well as from functional defects not associated with fixed occlusion of the urinary drainage system. Mechanical obstruction can occur at any level of the urinary tract, from the renal calyces to the external urethral meatus. Normal points of narrowing, such as the ureteropelvic and ureterovesical junctions, bladder neck, and urethral meatus, are common sites of obstruction. When blockage is above the level of the urinary bladder, unilateral dilatation of the ureter or hydroureter and renal pyelocalyceal system or hydronephrosis, occur; whereas, lesions at or below the level of the bladder cause bilateral involvement. While obstructive uropathy can occur in all age groups, in relation to the following case study that is about a 77-year-old patient, not all the causes are relevant. Bladder dysfunction may be secondary to bladder neck obstruction. In adults, urinary tract obstruction is due mainly to acquired defects; pelvic tumors, calculi, and urethral stricture predominate. Schistosoma haematobium and genitourinary tuberculosis are infectious causes of ureteral obstruction. Obstructive uropathy may also result from extrinsic neoplastic or inflmmatory disorder (Goldfarb, S., 2008). Pathophysiology: Myocardial infarction generally occurs when coronary blood flow decreases abruptly after a thrombotic occlusion of a coronary artery previously affected by atherosclerosis. Slowly developing, high-grade coronary artery stenoses do not usually precipitate myocardial infarction (MI) because of the development of a rich collateral network over time. Instead, MI occurs when a coronary artery thrombus develops rapidly at a site of vascular injury. This injury is produced or facilitated by factors such as cigarette smoking, hypertension, and lipid accumulation. In most cases, infarction occurs when an atherosclerotic plaque fissures, ruptures, or ulcerates and when conditions favor thrombogenesis, so that a mural thrombus forms at the site of rupture and leads to coronary artery occlusion. Histologic studies indicate that the coronary plaques prone to rupture are those with a rich lipid core and a thin fibrous cap. Myocardial infarction is defined as the death of heart mu scle resulting from severe, prolonged ischemia. It usually involves the left ventricle. Most MIs are confined to the distribution of a single coronary artery and are designated as anterior, anteroseptal, lateral, and posteroinferior. Multiregional infarcts also occur. Myocardial infarctions are designated as subendocardial or non-Q-wave when the necrosis is limited to the inner half of the ventricular wall or transmural or Q-wave when the necrosis involves not only the inner half but significant amounts of the outer half of the ventricular wall. The electrocardiographic (ECG) correlates are the ST segment elevation with Q-wave pattern for transmural infarcts and the ST segment depression without Q-wave pattern for subendocardial infarcts. If it is a thrombus, the thrombus typically involves the major coronary artery in the distribution of the infarcted myocardium (K/DOQI, 2004). Subendocardial MI without occlusive thrombosis is related to the influence of other factors,

Eiffel Tower or the Lady of Iron Essay Example | Topics and Well Written Essays - 1000 words

Eiffel Tower or the Lady of Iron - Essay Example In 1909, it was decided to dismantle the tower however the process never took place because the tower was being used for Radio transmission. The government of France decided to hold a monument contest. It was intended that the best monument will be displayed in the World Fair of 1889. The design for the Eiffel Tower by Gustave was unanimously selected out of 700 monument designs received. The construction on the Tower began in 1887, at first Parisians did not like the Eiffel Tower and considered it to be an eyesore. Most of them wanted the Tower to be dismantled, however, when the construction was completed, the tower became a prominent French symbol. French structural Engineer Gustave received the assistance of two other engineers Emile Nouguier and Maurice Koechlin during the construction. The architect who assisted Gustave in the construction was Stephen Sauvestre. The Tower was constructed by three hundred workers who joined 18,038 pieces of pure structural iron known as the ‘puddled iron’. During the construction, 2.5 million rivets were used to join the pieces of puddled iron together. The Eiffel Tower has an open frame supported by two platforms, thus during its construction, there was a danger of losing human lives. To minimize the danger level, Gustave ordered the use of movable staging, screens as well as guard-rails. Due to the precautionary measures were taken during the entire period of construction, only one man lost his life. The construction of the Eiffel Tower was completed in 1889 and the inauguration ceremony was held on 31st March 1889. The Tower was officially opened on 9th May 1889. In 1889, the Eiffel Tower was the tallest structure in France. However, now the tallest structure in France is Millau Viaduct and Eiffel Tower is the second tallest structure. The Tower has three floors and has a height of 324 meters or 1,063 feet. The heights of the three floors are 57 m, 115 m and276 m respectively. Eiffel Tower was not loved by all Parisians and it received much criticism during the time of its opening.

Marketing fundamentals essay

Marketing fundamentals essay Introduction In 1964 Neil H. Borden published the article: The Concept of the Marketing Mix. The marketing mix in Bordens concept originally included product planning; pricing; branding; channels of distribution or place; personal selling; promotions; advertising; packaging; display; servicing; physical handling; and fact finding and analysis, (Zineldin and Philipson, 2007, p231). According to this concept, the list of twelve ingredients of the marketing mix is adjustable. It could depend on what kind of elements or areas researchers want to focus on or emphasize to change more, but in The Concept of Marketing Mix, Borden (1964) already explained explicitly why he chose the twelve elements as the marketing mix. However, even though the idea of the marketing mix is derived from Borden, the 4Ps marketing mix which is known to the public was introduced by Jerome McCarthy: Product, Price, Promotion, Place (Constantinides, 2006; Gummesson, 2008). As Anderson and Taylor (1995, p2) claim: The major step in popularizing the marketing mix was the publication of Jerome McCarthys, Basic Marketing: A Managerial Approach in 1960. The purpose of this paper is to discuss whether the marketing mix is still a suitable approach to modern day marketing. For instance, with new technology and subsequent changes in peoples lifestyles, new marketing concepts are springing up, such as relationship marketing and service marketing. Therefore, is the marketing mix still useful today, or should it be improved or even replaced by other new themes; this is a controversial area. The marketing mix and relationship marketing A lot of criticisms are fined at McCarthys 4Ps model because researchers generally think that 4Ps are too simplified. Those who attack the paradigm have suggested that the model should have more factors added into it (Traynor, 1985; Magrath, 1986; and Doyle, 1994) or even use other factors, such as 4Cs to substitute 4Ps (Lauterborn, 1990). Grà ¶nroos (1994) even stated that it is time for the marketing mix to step down and let a new paradigm shift emerge. Moreover, during the past few decades, the debate that the marketing mix needs to be replaced by other new paradigm shift marketing concepts is going on (Constantinides, 2006; Gummesson, 2008). As discussed by Grà ¶nroos (2006), relationship marketing is one of the strongest candidates among so many competitors who are eager to substitute the marketing mix. Furthermore, as Grà ¶nroos (1994, p5) states: In marketing education, teaching students how to use a toolbox had become the totally dominating task instead of discussing the meaning and consequences of the marketing concept and the process nature of market relationships. This indicates that the marketing mix is a good model and memorable for students to understand the general marketing strategy concept. It may, nonetheless, limit students creativity idea in order to fit the framework at the same time. In fact, the marketing mix is still adopted by many scholars and is published in the majority of textbooks, but some have argued that customer relationship is an emerging trend in recent years (Grà ¶nroos, 1994). With time change, the pattern and relationship between sellers and buyers have a significant difference now than before (Coviello and Brodie, 2001). Take hospital industry in Taiwan for example: over the last few decades doctors have played a vital role in this industry. They are the kings and they are independent, because hospitals rely on them to make profits. In addition, the qualifications required to enter this industry are relatively high compared to other fields, so during that era the supply (hospitals) was much less than the demand (patients). This also results in hospitals not needing a good manager or a proper marketer to run the business, and yet they still can make money. It is common that, if patients are ill, they have to put their name on a long waiting list . Sometimes even if they have already made an appointment, due to too many patients in the same time period, they still need to wait. Moreover, after a long waiting time, when it is finally their time to see doctors, most of the time doctors are not so friendly. However, this kind of situation is totally different now. Health care industry is no longer a monopoly. As more hospitals are established, the competitions become more intense. As a result, owners of health care organizations start to emphasize the relationship between doctors and patients. In addition, managers also think that employees who may contact with customers are all part-time marketers (Gummesson, 1990). The main factor to cause this kind of change is that buyers (patients) have more choices nowadays. For instance, if there are two sellers (doctors) equipped with the same conditions, but one provides more support on intangible service and has good relationships with buyers, then buyers will definitely go to the one who shows more concern for them. Consequently, managers of health care organizations have to value patients and doctors relationships or they may keep losing customers. This also shows that relationship marketing is a new trend now. While it is interesting to note that some researchers attack the marketing mix is being outdated and in fact that it cannot be deemed as an unchallengeable foundation of marketing, they believe that it formed almost 40 years ago; the concept of it, they argue, in contemporary business or academic research is no longer useful. By contrast, relationship marketing is the new upcoming theme of marketing. Relationship marketing is neither original thinking nor a novelty theory, but it has already been in existence for quite a long time. Zineldin and Philipson (2007, p229) argue that relationship marketing is one of the oldest approaches to marketing. As early as about 25 years ago, the term was introduced as a strategy to service marketing by Berry in 1983, according to Crosby and Stephens (1987). By comparing the transaction-oriented marketing, which is part of the marketing mix feature with relationship marketing, most companies still put emphasis on attracting new customers rather than focusing on establishing a long-term relationship with their existing customers. As reported by Zineldin and Philipson (2007), finding new customers costs less than retaining current customers. Moreover, having a long-term relationship with clients is indeed profitable, but consumers desire is also endless. With more services are provided and a variety of products are easy to access currently, consumers just will want more rather than less, and their mind changes frequently. Accordingly, for companies to maximize profits immediately is both necessary and important for them (Zineldin and Philipson, 2007). Furthermore, relationship marketing focuses on not only the connection amid corporations and customers, but also the relationship between corporations. Consequently, relationship marketing may not be the case for all corporations. For example, if a tin companys ingredients are all from the same supplier, then once the food that the supplier offers has a problem, then the tin companys business will definitely be affected by lack of ingredients. As a result, some companies may not want to rely on another company too much (Zineldin and Philipson, 2007). The other point many academic scholars criticize about the marketing mix is that some standard marketing ingredients are not integrated with the marketing mix into textbooks to become a complete whole body (Grà ¶nroos, 1994;Gummesson, 2002). They are just like toppings on the pizza: the toppings are those additional Ps and the model of 4Ps is the base. The reason why it causes this kind of outcome is owing to model being oversimplified, from a list of elements into four Ps. However, at the same time it cannot be denied that the contribution of the marketing mix and four Ps is significant (Jobber, 2007). Although a lot of new concepts have emerged, it does not mean that the marketing mix will be replaced. To some certain extent, it is still a useful approach and provides a fundamental theory for people who want to study or explore this field. By combining the marketing mix with other spring up theories, it can allow marketing theory to become better. Even Grà ¶nroos is against the m arketing mix, but he also claims the following (1994, p14): [E]ven if marketing mix management is dying as the dominating marketing paradigm and the Four P model needs to be replaced, this does not mean that the Ps themselves, and other concepts of the managerial approach such as market segmentation and indeed the marketing concept (McKitterick, 1957; Keith, 1960), would be less valuable than before. Relationships do not function by themselves. Hence, no matter how marketing concepts develop, the root of these new paradigms is related to the marketing mix. It is of course relevant to contemporary marketing means and still regarded as a core value of marketing. The marketing mix and e-commerce marketing In the 21st century, business may not only be based on physical activities, but also on virtual activities. Therefore, discussing whether the marketing mix can be adapted to e-commerce is a signal to see if it is still relevant to contemporary thinking. As Peattie (1997, p142) point out: Although the marketing implications of emerging electronic or virtual markets are being discussed, the implications for the management of the marketing mix are often being overlooked. Already many innovative companies are taking advantage of the new generation of technologies to enhance or re-engineer key elements of the marketing mix, giving marketing a leading role in introducing companies to the revolutionary world of third age computing. They stress that the marketing mix in this industry is revolutionizing and 4Ps have another new definition to fit e-commerce and marketing function. In a practical aspect, it had been put into practice for many organizations (Peter and Olson, 2005). In addition, virtual value chain also used 4Ps to illustrate the effect of it on electronic business (Bhatt and Emdad, 2001). Many companies still use the marketing mix and 4Ps as their strategy, but with little change on the traditional 4Ps. Allen and Fjermestad (2001, p22) also indicate that Although many of the e-commerce strategy frameworks offer a unique contribution to strategic planning, integrating these models into the traditional product, price, place and promotion framework can provide a more complete analysis of strategy. It reinforces the view that the marketing mix and 4Ps are the cornerstone of marketing and the basis of strategy marketing. More importantly, it is still applied to 21st century new trend business, electronic commerce. In consequence, it is identified that the marketing mix just needs some small changes to be integrated well with other re-discovery concepts; it then plays the most vital role in contemporary marketing theory yet. Conclusion The marketing mix and marketing are just like the constitution is to a country. Constitution is the foundation of a nation. The law may be changed or adjusted with time because the environment and the way people think is greatly different from that of those who were born 50 years ago. Consequently, it is unavoidable that the law should be changed, eliminated or have more rules added to it. Nevertheless, no matter how the rule is amended, the basic rule is always there. It represents a countrys spirit and belief, and this is unchangeable. Hence, this is just as the marketing mix to marketing, in my opinion. Even though some scholars criticize that marketing is not an appropriate approach currently, it needs to be replaced with other rising marketing principles. Nonetheless, common terms such as relationship marketing, service marketing and e-commerce marketing, are focusing on just a part of marketing. They can tackle the problem of a specific area but the marketing mix and 4Ps are the basis of a much more general theory. Moreover, although those who attack the marketing mix for being an old concept and of less relevance today, they also support that the relationship between the marketing mix and marketing is still very close. The influence of the marketing mix is still strong today but certainly not as profound as it has been in the past, and indeed the concept of it still shows signs of practical implementation in contemporary society. References Allen, E. and Fjermestad, J. (2001) E-commerce marketing strategies: an integrated framework and case analysis, Logistics Information Management, Vol. 14 Number 1/2, pp. 14-23. Anderson, L. McTier and Taylor, Ruth L. (1995) McCarthys 4Ps: Timeworn or Time-tested?, Journal of Marketing Theory and Practice, Vol. 3 Issue 3, pp.1-9. Berry, D. (1990) Marketing mix for the 90s adds an S and 2 Cs to 4Ps, Marketing News, Vol. 24 Issue 26, December, p.10. Bhatt G. and Emdad, A. F. (2001) An analysis of the virtual chain in electronic commerce, Logistics Information Management, Vol. 14 Number 1/2, pp. 78-85. Borden, Neil H. (1964) The Concept of the Marketing Mix, Journal of Advertising Research, pp. 7-12 Constantinides, E. (2006) The Marketing Mix Revisited: Toward the 21st Century Marketing, Journal of Marketing Management, Vol. 22 Number 3, pp.407-438. Coviello, Nicole E. and Brodie, Roderick J. (2001) Contemporary marketing practices of consumer and business-to-business firms: how different are they?, Journal of Business and Industrial Marketing, Vol. 16 Issue 5, pp. 382-400. Crosby, L. and Stephens, N. (1987) Effects of Relationship Marketing on Satisfaction, Retention, and Prices in the Life Insurance Industry, Journal of Marketing Research, Vol. 24 Number 4, pp. 404-411. Doyle, P. (1994) Marketing Management and Strategy. Hemel Hempstead: Prentice Hall. Grà ¶nroos, C. (1994) From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Management Decision, Vol. 32 Number 2, pp. 4-20. Grà ¶nroos, C. (2006) On Defining Marketing: Finding a New Roadmap for Marketing, Marketing Theory, Vol. 6 Number 4, pp.394-417. Gummesson, E. (1990) The Part-Time Marketer. Karlstad: CTF Service Research Center. Gummesson, E. (2002) Practical value of adequate marketing management theory, European Journal of Marketing, Vol.36 Number 3, pp. 325-349. Gummesson, E. (2008) Total Relationship Marketing, 3rd edition. Amsterdam; Oxford: Butterworth-Heinemann. Jobber, D. (2007) Principles and Practice of Marketing, 5th edition. Maidenhead: McGraw-Hill. Lauterborn, B. (1990) New marketing litany: four Ps passà ©: C-words take over, Advertising Age, Vol. 61 Issue 41, October, p. 26. Magrath, A. J. (1986) When Marketing Services, 4Ps Are Not Enough, Business Horizons, Vol. 29 Issue 3, pp.44-50 Peattie, K. (1997) The marketing mix in the third age of computing, Marketing Intelligence Planning, Vol. 15 Number 3, pp. 142-150. Peter, J. Paul and Olson, Jerry C. (2005) Consumer Behavior Marketing Strategy. New York: McGraw-Hill/Irwin. Traynor, K. (1985) Research deserves status as marketings fifth P', Marketing News, Vol.19 Issue 23, November, pp.7, 12. Zineldin, M. and Philipson, S. (2007) Kotler and Borden are not dead: myth of relationship marketing and truth of the 4Ps, Journal of Consumer Marketing, Vol. 24 Number 4, pp.229-241.