Recommendations to the Wallace Group Essay Example for Free

Recommendations to the Wallace Group Essay Mr. Wallace, I have concluded my interviews with your team and have a list of recommendations based on priorities. The recommendations are unbiased and not intended to be personal attacks on the current management; they are based on the sound management principles and intended to maximize your company’s potential. a. Realign the corporate structure. Begin by recruiting a new board of directors using outside directors, â€Å"executives of other firms but are not employees of the board’s corporation†1, in addition to a limited number of management directors from inside the company. This combination of three companies working as independent entities is not working, they must be integrated and a different management organizational structure must be implemented. This group will be able to accomplish the next recommendation. b. Develop a mission statement and goals. The company must embark upon strategic management planning. This will include: †¢Clearer sense of strategic vision for the firm †¢Sharper focus on what is strategically important Improved understanding of a rapidly changing environment1 The Wallace group lacks vision and goals for its divisions and this leads to a lack of direction for the management team. A mission statement â€Å"defines the fundamental, unique purpose that sets a company apart from other firms of its type and identifies the scope of the company’s operations in terms of products offered and markets served†1. This business must develop a corporate wide strategic management plan to set a direction for the company and its shareholders. A part of this management planning would consist of SWOT analysis, strategy formulation, implementation and evaluation. This process is often referred to as Plan – Do – Act – Check or PDAC and is a continuous process. Making a profit today is not enough; there has to be an evaluation of where the company is now, where will it be in 2, 5, 10 years and how the company will attain those goals. c. Change the organizational chart: There needs to be an in-depth evaluation of the personnel currently in place. The current chart is one of vertical structure and should be revamped to be more horizontal. This accomplishes the goals of empowerment and coordination between the divisions. A glaring problem is the VP of the chemical division, J. Luskics, as he was the former owner that guided the company into foreclosure and appears to not be running the division efficiently now. The chemical division is not even internally competitive for the plastics or electronics divisions. Mr. Luskics should either be bought out of the company or reassigned to a position that he might be successful. There also is a redundancy among positions in the company, for example there are three directors of industrial relations, these positions should either be combined or incentivized to cooperate in the best interest of the company. d. Personnel development. There is no apparent leadership development in place and the company has relied on promoting technical staff to management positions which many are not equipped to handle. There needs to be a leadership development series initiated, leadership retreats to communicate and encourage relations amongst the teams, and perhaps some Management Assessment of Proficiency (MAP) testing to asses the current management team. Management development and succession planning must be implemented to ensure long term success. Job responsibilities need to be developed and implemented for all positions but specifically for the management team; including specific goals, budgeting, forecasting (long range planning), training, and staff satisfaction. . Communication. The lack of clear strategies, long term plans, goals and objectives has led to the recent revolt at the stockholders meeting. This is a clear indication of the frustration felt from the staff level up and the new direction of the company must be clearly communicated to all staff. Enthusiasm is contagious and the presentation of a new course for the company will be very exciting for staff. Employee surveys, sugges tion boxes and an engaging of the front line staff will do much to improve morale and spark improvements. I would like to commend you sir for creating a successful company but I do believe there are concrete steps that you can take to improve the future of this company. Mr. Wallace I believe the development of a vision will produce great results, with this vision you will attract personnel that want to be a part of a great company and profits for all involved will naturally follow. Remember â€Å"Visionary companies make some of their best moves by experimentation, trial and error, opportunism, and – quite literally – accident†2. I estimate that this plan of action will initially cost $1. 5 million but there will be cost savings realized in personnel reassignments, recruitment and retention, productivity, and a renewed sense of commitment that will be reflected in profits far surpassing the costs.

The Oil Spill is Affecting Animals, but What About the Government? Essa

Since the dawn of the industrial revolution, mankind has increasingly become reliant on fossil fuels such as oil for energy. Oil fuels our car, warms our homes, generates our electricity, and creates a myriad of goods including everything that contains plastic. In our global economy, oil must be transported great distances to reach markets throughout the world. With seemingly increasing frequency, these journeys sometimes end in accidents that result in oil being spilled into the ocean. The most devastating oil spill, The Deepwater Horizon oil spill, occurred on April twentieth of this year. Deepwater Horizon is an oilrig located in the Gulf of Mexico and it is owned by B.P. Everything seemed to be running efficiently on the rig until April twentieth, when methane gas leaked through the rig. The gas was under high pressure and as a result exploded turning the rig into a raging inferno that eventually caused the rig to plummet to the bottom of the ocean floor (Dickinson). The explosion caused a massive amount of oil to gush the Gulf of Mexico. Although there is no exact statistic on the amount of oil that rushed out of the well where Deepwater Horizon stood each day before, â€Å"the median figure for Crone’s independent calculations [of the oil gush] is 55,000 barrels a day† (Dickinson). Approximately three months after the explosion, the well was finally capped, which stopped the flow of oil into the Gulf of Mexico. To put this spill into perspective, if the calculations by Crone on the spill were correct, this means that eighteen times the total amount of oil spilled in the Exxon Valdez incident was spilled total in the Deepwater Horizon catastrophe. This is an astronomical amount of oil moving through the Gulf of Mexico. Even... ... an even larger scale than the Deepwater Horizon rig. If past mistakes are not learned from, they are going to be repeated in the future. The federal government needs to reenact the ban on deepwater drilling until engineers are able to assess all components of deepwater drilling rigs. This is the only certain way to prevent another disaster like that of the Deepwater Horizon crisis. Even though this ban may cause gas prices to rise, it is a necessary sacrifice in order to keep the environment safe. Work Cited Baker, Peter. "White House Is Lifting Ban on Deepwater Drilling." New York Times. N.p., 12 Oct. 2010. Web. 10 Nov. 2010. Dickinson, Tim. "The Spill, The Scandal and the President." The Rolling Stones. N.p., 24 June 2010. Web. 10 Nov. 2010. Kaufman, Leslie. "Concerns Up and Down the Food Chain." New York Times. N.p., 12 Oct. 2010. Web. 14 Nov. 2010.

What is a societal problem you believe needs to be addressed?

Although there are numerous societal problems that needs immediate attention but one problem which I feel needs most of the attention is society morality conflict. I would further elaborate my statement by saying that the people living in the society have become immoral and they indulge themselves in those kinds of acts that are not only immoral but they are unethical as well. Abortion is one major part of the moral conflicts between the societies as there are some people who are against it while some think that it is a human right. However, I would say that killing the baby without any valid reason or justification is not ethical. Moreover, the people are getting more and more prone to drugs and drinking and this not only harms the health of the individuals who consume drugs but it also leaves a negative impact on the society. Prostitution is also seen on a rise as the men are unsatisfied with their life partners and this is one quick way for the women to make money despite of the fact that this is not a moral practice. One more conflict in the society is occurring between the people who believe in God and the people who follow atheism. Atheists are the people who do not believe in any gods and this gives a negative connotation because most of the people in the society worship gods. Due to the rise in unemployment and the people being unable to support their living, they are left with two options; either they tend to commit suicide or they indulge in unethical acts that affect the society in a negative way and these have become a major evil for the society and the people.

AsSeenOnScreen - Strategic Management Analysis - Free Essay Example

Sample details Pages: 12 Words: 3505 Downloads: 2 Date added: 2018/12/15 Category Management Essay Type Report Level High school Did you like this example? Identify ASOS Plc key stakeholders and map these stakeholders regarding the power/interest grid. Critique, with supporting commentary, which of these stakeholders will need to be repositioned over the next 12 months. In 1995 Nick Robertson and Quentin Griffith co-founded entertainment marketing limited. Perhaps the initiative was meant to use media houses to advertise their goods to viewers at the age of sixteen and above. Nick was an advertising specialist while Griffith was a brand placement expert. The two young men were the key stakeholders who managed to clinch Pepsi, British Airways, and Carlsberg among others totaling seventeen clients. In 1999 Deborah Thorpe joined them creating an online fashion supplying company known as AsSeenOnScreen to sell some focal items. Most clients admired the items when seen being used in the media screens and films like Mariano Fortuny lamp which featured in an episode of sitcom friends. Nick Robertson was the managing director, Griffith being the sales and marketing director while Thorpe who had media houses professionalism as a broadcaster in channel 4 played a role in running commercial errands in the company (Varley, 2014, p. 88). Don’t waste time! Our writers will create an original "AsSeenOnScreen Strategic Management Analysis" essay for you Create order The AsSeenOnScreen Company was officially launched in June 2000 offering almost one hundred and fifty items especially fashion materials and houseware items. Griffith started to discharge his mandate role by setting commodity limit to sustain quality escalation. He said they were keeping down the range of stuff to introduce and familiarize new items rarely seen on the screen. At the same month, they merged both enterprises into asos.com to raise enough revenue to augment their cost-effective status and operations across the Europe. The business was not fairing on well, and as a result, Thorpe resigned from the board in 2001 thus becoming an inactive member. Lorri Penn joined the board as a retail director and introduced a crucial strategic plan to revive marketing affinity of the company. She persuaded her directors to purchase and advertise new fashion brands such as wardrobe materials, beauty accessories and footwears which are inspired by celebrities. Penn targeted wardrobe materials worn by celebrities like Madonna (Moore, 2016, p. 115) or Spice Girl Geri Halliwell. Soon she became a very instrumental and industrious stakeholder, in 2001 she planned to focus on local markets to distribute domestic accessories and leather jackets, the primary intention was to uplift local designers, street suppliers and middle-class clients who have little chances of accessing internets or have no knowledge of online shops at all. The Penns idea made better sales on fashions than home accessories. She proposed to source their products from the United States where much of cloth line fashions are labeled or sponsored by famous male and female celebrities. AsSeenOnScreen Company once again signed a contract with Arcadia Group PLC to start a franchise at Topman stores, Oxford Street in London. However, Mr. Griffith was hardly pleased by madam Penn contemporary concepts. He argued that much offline client exposure is detrimental to online business. Quentin retorted that more opening of physical stores is costly and time-consuming due to shop fitting installations, rent, rates and stock (Molenaar, 2016, p. 50). He observed that what was being sold in the shops were directly proportional to sales made in ten stores yet there is no much physical outflows or expenses. It was quite evident the returns were insufficient to justify offline business mostly carried out in the numerous shops in the cities. As part of strategic plans to maintain the enterprises forename as far as its activities are concerned, co-director Griffith convinced the board of directors to switch back to online commerce. In April 2002, they formed URL ASOS.com website which could accommodate more clients without itches (Varley, 2014, p. 247). In the mid of the year more specifically in May, the sales grew by 49 percent because there were no much emphasize on the physical stores. Sister stores which recorded fewer sales were closed reducing the supplemental cost of rentals and legal revenues required by city councils. By the end of the year, Mr. Griffith had fully enforced the initial business ideologies of embracing internet and online business operations. In the meantime, they set on their television channel and telephone lines which enabled clients to take orders throughout the day, a 24-hour business operation. However, in December, they started struggling due to inflated online orders. Mr. Griffith was found pants down because he had not set a streamlined infrastructure which could efficiently respond to client upsurge. The orders increased suddenly, and the company had no enough stock as well as sufficient delivery means such as cars and dispersal workforce (Varley, 2014, p. 270). Since the beginning, Mr. Nick barely brought any profit-oriented ideas despite companys tribulation. He needed a less responsible position. A managing director position hauled many decisional responsibilities of he could never discharge due to for instance his age or lack managerial skills. In most cases, he did not contribute profitable decisions which could increase their turnovers. He was supposed to become an inactive business partner and the position be refilled by Mr. Griffith who severally brought ideas which brought expedient impacts on the business. By employing relevant data from the case, conduct a five forces analysis of the fashion Industry. What do you conclude about that industrys attractiveness? AsSeenOnScreen Company did not clinch its market strong suit against the blues. It embraced vibrant strategies which were appropriately adaptive to our digital world. The ideologies in due course became critical driving forces in their business errands. First of all introduction to online shopping was a very innovative business idea and marketing approach in the domain. Placing materials online was done within hours as opposed to days wasted while refiling the exhibitions in the store around the cities. Secondly, the inquisitive clients were able to select the best-suited brand while relaxed in the comfort of their houses (Vecchi Buckley, 2016, p. 287). The ever-busy people in town could hardly concentrate on the exhibition situated in the streets thus sales being limited to store running cost. The primary target was the high population of young ladies and gent who are currently in love with dynamic fashion. The new concept raised the number of clients exceeded the product placement in the companys warehouses. In 2013 nevertheless, the apparel and footwear brand was sold online. Clothes online sales increased by 49 percent in the year 2002 (Standard and Poors Corporation et al., 2013, p. 727) and its mobile sales were predicted to grow by more than ten percent by the end of 2017. These figures show that electronic shopping is a very lucrative concept if it will remain to be managed to the letter. The introduction of wide range of products was another critical driving force. The merchandise was quite diversified, made of unique brands directly from the designers. The womens clothing was displayed in a way that included footwear, handbags, jewelry, and makeups at very competitive price. The method was very interactive and self-explanatory to clients viewing online over their laptops and the companys television episodes. The company has its designers who prepare its edited brands. Currently, AsSeenOnScreen Company offers free shipment of products to its global customers. To reduce operation cost, they signed a deal with Unipart Group of Companies to outsource their brand and providing logistic service as well (Richards, 2011, p. 252). Thirdly, the companys administration once again brought in a near breakthrough notion. They precisely comprehended that celebrities diversely influence the young generation. To capture inclined celebrity clients they introduced celebrity inspired fashions such as Madonna (Information Resource Management Association, 2017, p. 523). In June 2006, a co-director namely Robert Bready confirmed that adding more premium brands will increase the value of their fashion. To realize the dream, by the end of the year they launched companys magazine which supposed to be delivered to clients along with their orders. The magazine usually contained various celebrities life history but its themes being more pronounced on fashion advises and varied superstar styles. The company had noticed that previously celebrities, sports stars and film sterling had been influencing what people had been wearing (Pitt Koufopoulos, 2012, p. 43). AsSeenOnScreen Company being the most substantial United Kingdom online fashion and beauty enterprise. Mr. Robertson and Griffiths sponsored an idea to create a high street and high-end style in a single website in the year 2002 (Bair et al., 2013, p. 166). Being an additional strategic business plan, it brought in a notable impression in the market environment. The idea tried to include low-income people who could not access internet services to shop. The street shops target a high number of clients who loved to buy new brands which were affordable as opposed to whole online and delivery costs. The same idea reduced perceived a risk of shopping and therefore sometimes the delivery is delayed. The buyers could engage in the inverse practice of selecting goods in the street stores before shopping via online or provided catalogs (Sethna Blythe, 2016, p. 80). And lastly, AsSeenOnScreen Company was kept to be a dynamic shopping site were nobody could hardly miss their brands. The stocks were keenly recorded and refilled on a regular basis. The depleting brands were ever restocked thus being assured that no client will leave the premises disappointed because of missing their items. It reputation earned a global market. They received essential orders from United States, Italy, Germany, Australia and Spain among other countries. Interestingly the company became science-friendly conscious; they partnered with Taiwan textile research institute to develop a light absorbing fiber (Rau, 2015, p. 26). The material could absorb light and emit it during the night. The scientific breakthrough then targeted transport personnels, sportsmen and traffic law enforcers. The AsSeenOnScreen Company is currently a strongly based enterprise which will hardly stumble other than forging forward regarding returns accruement, global customer service and environmental conservation oriented. It is not only engrossed in making profits but also being concerned with the health problems by developing fabric which can reflect off hazardous illuminations such as carcinogenic rays. Evaluate ASOS Plc resources and capabilities by utilizing the value chain framework. How is the company creating value? Discuss how the company could develop and improve further concerning this? The companys management realized that there are several untreated shopping habits. To reap better profits, they used the pattern as a focal strategy to create value for their products. Affordability was among basic approaches of accumulating the value of their fashions. They reproduced styles embraced by celebrities at a price which young ladies, gents, and students can afford (Murray, 2007, p. 58). The trends were not left behind; it was assured that cloths, footwear and beauty accessories were trendy, up to date and contemporary at an economical price. The styles being very different in the market, celebrity oriented and reasonably priced attracted more clients and therefore enough profits which could aid the company administration to introduce sales promotion and improved marketing infrastructure. Fashion democratization or availing trendy fashion styles all over the world usually increased the value of brands in the shops. Clients were aware that the fashion materials might be expensive, but still, they purchase them. To reduce the prices, the company decided to offer a free shipping abroad. Consequently, the prices are almost similar around the globe as long as the materials and the accessories are from AsSeenOnScreen Company. The consumers are now very comfortable with purchasing them. Efficient delivery is another way of maintaining the value of goods. AsSeenOnScreen Company has a 600000 square foot central warehouse facility in the UK (Hiles, 2008, p. 502). They produce their merchandise from all continents under the sun; the materials are converged at a central point to be sorted according to their size, fabric, color, and trends. The central distribution idea helps to justify and complete orders as soon as possible because all inventories are centrally managed. The staff works on a 24-hour basis to respond to clients chatting online (Hiles, 2008, p. 334). The blend of an efficient supply chain, as well as single distribution center, make it possible to maintain the companys value of brands. Waste reduction is also a way of keeping the value of their good without interfering with the proceeds. In the meantime, the company has cut off the size of fabric waste by almost hundred percent. The residue is being transformed into other profitable materials like pillows, couch cushions and bedding materials for pets. The efforts of decreasing carbon print is an environmentally friendly idea. The cost-saving strategies are once again passed to the consumers to keep the price at a reasonable margin. AsSeenOnScreen Company in 2010 formed an online marketplace where models and trendy fellows can exchange business ideas as well as selling their product via the firm (Gorod, 2014, p. 182). From a business perspective, the company is creating a community of fashion-oriented consumers. As a result, the outsourced models acquire reasonable incomes as well as our firm getting a certain percentage of the sales. The general idea of connecting models with consumers is quite very interactive thus providing crucial data and client misgivings which enable the administration to improve its sales and fashion trends. Public relation risk mitigation is also applied, there is all around the clock customer service desk which deals with online client complaints and inquiries (Chaffey Smith, 2013, p. 378). The purpose of the public relation desk is to shed off any consumers notion of uncertainties concerning goods especially those have to send a cargo flight or shipments. Constant communication enables the clients to be satisfied and relaxed waiting for their cargo abroad. As a result, the companys goods and services are valued due to increased favorable interaction and warranty. To improve according to my opinion, the AsSeenOnScreen Company should invest in the community as well as overseas social and economic infrastructure. For instance, by providing essential social amenities to the immediate community will strengthen its reputation. The nearby population will change their attitude of viewing the firm as an enterprise which is solely meant to make profits to benefit its owners. People will consider the company as one of their own intended not only to provide amenities but also improve their healthy well-being. Secondly, purchasing their delivery machines will do away with consumers risk possibilities. A companys ship can deliver a huge cargo along the coasts of many countries where they have set sister shops. Every different shop should at least own a vehicle which can offload cargo from the docks and deliver to the required destinations at a reasonable cost as opposed to hired transport mechanisms. Light and golden materials should be delivered through a firms cargo plane to avoid risks of sea hijacking by pirates just in case they realize there are treasured and appreciating accessories in the ship. What suggestions could you make to ASOS Plc Senior Management team to support their position in achieving sustainable competitive advantage in the global fashion retail industry? Nick Robertson being the original business proprietor was the managing director. Unfortunately, he was not as effective as it is required. He was supposed to lead his co-directors to formulate and successfully implement company policies. It is quite evident that in most cases he did not take part in making the decision. Some of the plans made by his colleagues were not effective due to lack of his hand. Ideas like setting up physical shops are still stranded. He needs to rise and work on delivery infrastructures such as purchasing delivery vehicles, ships and airborne cruises. He should always be trendy and informed to direct strategies which will result in a profitable growth. He was once found off guard by losses due to inactiveness in the business. He should always be on track concerning the business performance. Just in case of operation itches he should oversee remedial actions as it is required and therefore inform the co-director to uphold the directive to realize companys goa ls. As the head of the company, he should long-term strategic plans concerning the firms objectives and priority timeline for the next ten years. A written roadmap will aid in decision making to realize the companys dreams. Sometimes the business was almost stumbling due to lack of comprehending operational objectives. The managing director is supposed to ensure all staffs understand the business goals and standards of performance (Merson, 2004, p. 6). Mr. Nick never realized that it was his responsibility to make several business trips meeting his significant clients. The online customers never knew him thus being curious about the surety of whether the goods may be delivered if at all they purchase them through digitals means. Physical meeting with established business clients increases their confidence. Sometimes AsSeenOnScreen Company operations were barely smooth. He failed to oversee the booming online client growing thus fashion stock being depleted without possible restocking mec hanisms. It was oblivious that consumers were frustrated due to unavailability of their brands. He was supposed to maintain operational performance. As the founder of the enterprise, he was supposed to have a parental figure by supporting functional managerial team, the board directors seemed to be disorganized and everyone acting and setting policies in a shambolic manner. Quentin Griffiths was a co-director managing sales and marketing field. Being responsible for setting up appropriate marketing materials he failed to introduce varied elements. Magazines were hardly enough to attract clients. He was supposed to organize cocktail parties with esteemed consumers and all interested parties. Such events upgrade customers affinity toward business. Roadshow promotions were never involved. He ought to sponsor roadshow to meet customers, in the meantime, promotional items should be available to promote client based on specific questions about the company, or even other stage managed activities such as dancing, singing and acting as per various celebrities featured in the cloth line. He was orders delivery custodian but his failure of be focused sometime disrupted the business operation due to poor turnovers (Williams, 2007, p. 8). Some clients were afraid of being conned. As a sales and marketing director, he was supposed to make sure that he has the best workforce, monitoring sales activities and orders dispense. He is supposed to work closely with accounting and cargo department to ensure that there is quick credit check and orders are prepared as soon as they are placed online. Immediate preparation of orders reduces time wastage as well as sending the ordered items early enough to reach the clients. Hasty dispense of orders satisfy customers thus strengthening firms reputation, and as a result, commendable and consistent profits would have been accumulated. Thorpe was a commercial director who was primarily dictated by the area of expertise. Being mandated to identify profitable commercials about online clothing enterprise, failed to do so and instead introduced boring and meaningless episodes in the television. He was supposed to pinpoint and prepare the best episodes targeting the trendy and dynamic young generation (Vansina Cobbaert, 2008, p.256). Regular sales breakdown meant that there was an economic problem. Regular reviews were never carried out. He was supposed to coordinate with clients to ensure that their needs are being met, excellent customer service to streamline a roadmap for real clients relationships. Market research was his responsibility to realize business plans. Unfortunately, he thought online errand were monopolized. Several people had been trying to improve on the same kind of business and failure of being responsibly focused lowered companys turnovers. He was required to be informed about the available gaps in the market which could be used to set physical shops. References Varley, R., 2014. Retail product management: buying and merchandising. Routledge. MOORE, J. G. (2016). Fashion fads through American history: fitting clothes into context. https://search.ebscohost.com/login.aspx?direct=truescope=sitedb=nlebkdb=nlabkAN=1105383. Molenaar, C., 2016. Why Customers Would Rather Have a Smartphone Than a Car: Relationship Retailing as an Opportunity. Routledge. VECCHI, A., BUCKLEY, C. (2016). Handbook of research on global fashion management and merchandising. STANDARD AND POORS CORPORATION, NEW YORK STOCK EXCHANGE, AMERICAN STOCK EXCHANGE, NASDAQ STOCK MARKET. (1998). Standard Poors stock reports. New York, NY, Standard Poors RICHARDS, G. (2011). Warehouse management: a complete guide to improving efficiency and minimizing costs in the modern warehouse. London, Kogan Page. INFORMATION RESOURCES MANAGEMENT ASSOCIATION. (2018). Fashion and textiles: breakthroughs in research and practice. https://search.ebscohost.com/login.aspx?direct=truescope=sitedb=nlebkdb=nlabkAN=1576906. Pitt, M.R. and Koufopoulos, D., 2012. Essentials of strategic management. Sage. Bair, J., Miller, D. and Dickson, M. eds., 2013. Workers Rights and Labor Compliance in Global Supply Chains: Is a Social Label the Answer? (Vol. 7). Routledge. Sethna, Z. and Blythe, J., 2016. Consumer behaviour. Sage. CCD (CONFERENCE), RAU, P. L. P. (2015). Cross-cultural design: methods, practice and impact : 7th International Conference, CCD 2015, held as part of HCI International 2015, Los Angeles, CA, USA, August 2-7, 2015, Proceedings. Part I Part I. https://dx.doi.org/10.1007/978-3-319-20907-4. (2007). Nursing informatics 2020: proceedings of NI2006 post congress conference. Amsterdam, IOS Press. Hiles, D., 2008. Transparency. Sage. Gorod, A., White, B.E., Ireland, V., Gandhi, S.J. and Sauser, B. eds., 2014. Case studies in system of systems, enterprise systems, and complex systems engineering. CRC Press. Chaffey, D., Smith, P.R. and Smith, P.R., 2013. eMarketing eXcellence: Planning and optimizing your digital marketing. Routledge. MERSON, R. (2004). Managing Directors: the BDO Stoy Hayward Guide for Growing Businesses. London, Profile Books. Williams, J. and Curtis, T., 2007. Marketing Management in Practice 2007-2008. Routledge.