Thursday, October 31, 2019

Database Logic and Management questions Module 2 Article

Database Logic and Management questions Module 2 - Article Example However, we still need a logical design for the reason that building a physical design without logical design is similar to building a house without blueprints. In fact, the basic purpose of building a logical database design is to ensure that all the entities and their possible relationships required by the database are entirely and exactly identified and described. In view of the fact that logical database design is built using easy to understand symbol and language, hence it can be easily examined and validated as accurate by the end-users. As discussed above, this logical database design works as a guide that is to be followed by the database developers to use as a "blueprint" for developing the physical database model. In this scenario, the information provided in the logical database model is utilized to describe the relational tables, entities, stored procedures, primary and foreign keys, and triggers (Liberty University, 2013). In the past few years, the use of information systems in the healthcare industry has raised to a huge extent. In this scenario, organizing and administrating healthcare resources has turned out to be a challenge in opposition to time, for the reason that having control over the expansion of the disease is now as significant as treating it. Additionally, computerization and automation of clinical firms through information systems containing large databases offers a large number of benefits. In addition, in many researches authors have emphasized on the need to be aware of the situational aspects that force individuals’ comfort with receiving and distributing healthcare information in an electronic arrangement. In this scenario, one suggestion is to investigate severer rule of medical information, for instance, to make sure that stakeholders evidently recognize who they are, for what reason they will collect and distribute the data, what kind of data they will take and even to pose any limitations and restrictions

Tuesday, October 29, 2019

Comparing Films About The Christopher Columbus Movie Review

Comparing Films About The Christopher Columbus - Movie Review Example This restraint is not felt by those individuals seeking new stories or new ways of telling old stories through the bright lights of Hollywood as a means of gaining consumer dollars. Approaches to historical subjects vary widely depending upon the motivations of the filmmakers in the creation of their film. This can be seen most clearly when comparing those films, typically classified as documentaries, that aim to educate rather than entertain and those films, appropriately labelled entertainment, whose primary function is to entertain an audience and bring box office dollars into the producer’s pockets. While each may contain significant similarities as the entertainment film is based upon fact or the documentary strives to keep its audience’s attention, there remain significant differences between the two types of film. Comparing A&E’s biography of Christopher Columbus with the 1992 Hollywood production entitled â€Å"Christopher Columbus: The Discovery†, significant differences can be found in style, reporting of sources, adherence to and limitation by verifiable facts, overall presentation and inclusion of created elements. Because of their different target audience, each type of film approaches their subject in its own unique style. The documentary presents its facts as snippets of individual interviews held with a panel of ‘experts’, presenting both the information and the credentials at one and the same time. The storyline is based upon a step by step relation of facts regarding Christopher Columbus’ life supported by a similarly open and straightforward style. Lighting is kept bright, allowing little or nothing to hide in the shadows. Tricks of the camera are kept to a minimum as well, typically focused from a stationary spot within the expert’s office or panning slowly across a picture or sketch.

Sunday, October 27, 2019

Japanese Invasion of Malaysia

Japanese Invasion of Malaysia the reasons for the rapid Japanesse invasion of Malaya In 1942 INTRODUCTION After the victory and glory on many significant wars such as during Sino (1894-1895), Russo (1904-1905), Manchuria (1931) and China (1937), the Japanese was become the great power in the northern regional of Asia and also had steadily rose as a world power with much advancement in its military and related aspects[1]. Japan also had become the leader in the revolution of economic through the great empowerments in the development of industrial after the successful of Industrial Power Plan during the Meiji Dynasty era in 1867-1912. Japan also look their self as Leader from the East and bring his motto Asian for Asian of becoming part of a Greater East Asia Co-Prosperity Sphere [2] In 1939, German attack Poland from the West and Soviet Union (USSR) attack Poland from the East. Because of that, the Britishs Prime Minister, Nevile Chemberlain had declared war against the Germany on 3 September 1939. Meanwhile, France also had allied with the Great Britain to corporate and work together against Germany. As the newly colonial territories were getting larger, the British army were incapable to either control or defend it from outside attack. In view of this golden opportunity, the Japanese had intendedto take control oversome regions in South East Asia such as Malaya and Singapore. The sanction of resources supply by the United States to Japan after the invasion of China in Sino Japan War in 1937, forced the Japanese to look for alternative suppliers to fulfill its requirements. REASON TO ATTACK RAPIDLY The reason for the rapid of Japanese Invasion to Malaya can be shown from before invasion and after invasion started. In 1939, Malaya was the resource of 40% of the worlds rubber and 60% of the worlds tin; that fact alone interested Japanese expansionists, but others additional reasons sealed the approval on the invasion planning that started in early 1941. Before the war, rubber and tin were exported to United Statesby its main producers mostly in Southeast Asia region. With the war sanction upon Japan by the United States and as the internal stocks were depleting, Japanese were forced to take drastic action to conquer the resources as soon as possible. Malaya was a part of the target. The Japanese needed oil badly as every drop of oil consumed by Japans military and industrial capacities had to be imported. For example, its Navy required 400 tons of oil/ hour to maintain its war readiness. While Malaya only had a limited amount of oil production, the peninsula was a perfect staging point to launch and support further invasion for the oil rich islands of Borneo, Java, and Sumatra. This will strongly support the military requirement its further objectives as well as from the previous war i.e. Sino Japan War. Japan was looking for alternative resources as in Jun 1941, Japan was refused supplies of iron and oil from United States, Britain, and Netherlands, therefore further reinforced Japanese thought that Southeast Asia must be taken. This reason make a main part of the Japanese invasion to Southeast Asian. The British France had allied and against the Germany, this was the positive advantages as the loop holes significant in Malaya as well as other regions in Southeast Asia. Percival had decided to surrender at 1400hrs, Sunday, 15 February 1942 since his troops had limited supplies which enough only for two days. In the other hand, Yamashitas troops also had depleted ammunitions which was enough for couple days. In this point, it was obvious that Percival did not have sharp intelligence mind, weak and insufficient logistic supports. The reason for rapid invasion is because actually Japanese only have a little support from logistic. Yamashita pursue Percival to surrender immediately because he knows, the longer operation can make him lost. Yamashita also use weather as the advantage. The Monsoon weather through December and January become a good concealment and the Japanese had taken advantages over erratic weather. THE REASON FOR THE RAPIDLY INVASION The Failure British Strategies When the invasion started on 8 Dec 1941 in Kota Baharu, Kelantan, Japanese move from one place to another with smoothly. So many factor are contribute for this rapidly invasion. The important factor for victory from Sun Tzu was If you know the enemy and know yourself, you need not fear the results of a hundred battles [3]. This factor failed used by British to understand where the treat come from and the underestimating their enemy. Britishs defense concentrated on Singapore as well as Main Fleet to Singapore strategies adopted to safeguard its territory. The Repulse and Prince of Wales stayed in Singapore. This strategic plan focus on Singapore, but Japanese attack from the North. Matador Plan Eight month before the invasion, British Military strategists in Singapore prepare the secret pelan called Matador. This plan for defending forces to cross Malayan Siamese border 24 hours before any suspected by Japanese landing South of Siam[4]. British realize that Japanese most likely landing at Singora and Patani because both towns have airfield. But the Japanese employed effective operations security, deceptive routing, and speed to protect the movement and intended destination of their naval convoys. The result was that the Japanese were able to rapidly secure those ports, push their ground forces ashore, and begin their attacks down the Malayan peninsula against the British army before Operation Matador could be ordered into execution. The predictions, as its happen, are accurate but Matador is hung led by British top brass and ultimately failed[5]. Japan Strategies The Japanese army had obeyed the Thai non-aggression pact and also set up special unit named Doro Nawa which acted as Intelligence and sourcing for relevant information before launching its attack. Besides that, all of the troops were well condition with the tropical weather and picked Hainan Island as training ground, they also well trained and wide experience in war. They had landed during night time or while heavy monsoon rain by surprise. While on the land, they were moving follow through road or rail line to south. As addition, the troops were tough and able to lived off the lands, no reliance on re-supply lines. Another example of arranging operations was the Japanese decision to press their attack on Singapore rather than just shelling it. They had successfully occupied the entire Malayan peninsula, moving a large distance in constant contact with the enemy in a relatively short period of time, and they could have taken the opportunity to rest their forces and simply shell Singapore into submission. Instead, they decided to directly attack Singapore. The Japanese felt that the psychological impact of the rapid capitulation of the so-called impregnable fortress of Singapore on both their enemy and their own people would be significant. They also wanted to take possession of the British naval base as soon as possible, and thus ensure safe passage of their ships through the Singapore straits. In addition, the troops involved in the Malaya-Singapore operation were sorely needed for the ongoing campaigns in the Philippines and the Netherlands East Indies [6]. The Japanese forces still had moment um, whereas the British and their allies had been in retreat and on the defensive for most of the campaign. Pressing the assault on Singapore thus exploited the Japanese strengths and the weaknesses of their enemies. Japanese Strengths The strength of this troops were consisted of 36,000 military, 28 Infantry Battalions, 80 Tanks, Aircraft for Army were 459 and then 158 for Naval usage, Its ships contain 6 Cruisers and 7 Destroyers and also 4 submarines. However, British troops were only used the outdated equipments with limited supplies of ammunition and fuel for its operation. Meanwhile, the strength of its army consisted of 125,000 military with 38 Infantry Battalions, aircraft with 158 air forces, ships facility were 2 Cruisers and 4 Destroyers and without tank at all. This situation make a lot of different. British army always told their soldier that Japanese is very poor weapon and machinery, but when the invasion started most of the soldier especially British Indians Army, are run away because shocked looking for the tanks and aircraft. Well Training The Japanese make a good decision to train their soldier at Hainan Island. The similarity of weather and terrain make advantage for the rapid invasion in Malaya. The first exercise took place in March of 1941, and involved large-scale navy and army maneuvers. Simulating an attack on Singapore following an amphibious landing in Malaya, the 5th Division (Army), escorted by Combined Fleet elements and with cover from army air units, crossed the East China Sea while under simulated attack from air and naval units, made a landing on Kyushu, and simulated the capture of coastal defenses. That very successful exercise focused on development of antisubmarine and antiaircraft defense of convoys, the tactical challenges of amphibious landings, and rapid construction of airstrips in newly occupied areas. The commander of the exercise later became Yamashitas chief of staff in Malaya [7]. Japanese War Tactical Plans In order to invade the Malaya effectively and rapidly, the Japanese adopted various war tactical plans in the aspect of maritime, air as well as land which had proven successful with flying colors. In the Maritime Tactical Plan, they had made sudden amphibious assault at night by using local sampans and succeeded in the sinking of two Britishs major ships namely HMS Prince of Wales and HMS Repulse. In other hand, Japanese Air Tactical Plan included having air superiority with greater number and modern aircraft which operated from south Thailand. They also had built secured aerodrome in the north Malaya which provided support for ground troops. Beside that, they also had provided air support from sea and would destroy British aircraft on the ground Land Tactical Plan covered the utilization of light tanks and 18,000ish bicycles which made them manoeuvre rapidly in jungle and jungle terrain faster with flanking tactics. As addition, the deployment of well trained 25th Army which had wide experiences in battle in China also advantages for Japan [8]. ANALYSIS Based on the discussion, we can differentiate the strategies, approaches as well as implementation by both parties either the Japanese or the British in this Malaya Singapore Campaign. This analysis can compare the reason for rapid Japanese invasion in Malaya. The Japanese The factor as per below : Innovative Tactic The troops had embraced innovative Flanking Tactics and utilization of traditional sampan as a medium of local maritime. Japanese air superiority They had advancements in term of modern aircraft which provided air support to ground troops and eventually succeeded in the sinking of British warships. Surprise They had planned their attack well by putting surprises elements such as good concealing intentions, attacked at night as well as unpredicted utilization of light tanks in their movements. Deception They were good in camouflage as local people since they were quite resemble the Chinese while advancing. Beside that, they had done diversionary attack on NE coast of Singapore Filtration The soldiers were penetrated into British line by using the jungle and had launched their operation in the small units. Continuity They were capable in fully exploiting their advancing momentum to the optimum and as a result they had successfully attacked on Singapore in within a week preparations. Rapid Manoeuvre They were able to move faster by using bicycles and each soldier also carry minimal payload beside no dependency on conventional supply delivery. British The factor as per below : Poor appreciation They were having lack of preparations for this war such as made an assumption that Malaya was not accessible by tanks beside no tanks to stop land advance. Plan Matador averted The late decision by London to launch Matador make a first mistake and effect badly for British. Lack of air support Their aircrafts were heavily attacked by the Japanese and as a result all of them had destroyed on the ground. Besides, these small number aircraft were older, outdated and deteriorating. Fleet to Singapore strategy collapsed This strategy was aborted with the sinking of HMS Prince of Wales and HMS Repulse Lacks of jungle training Although the strength of British army were outnumbered the Japanese soldiers, they were incompetent to have a battle in the tropical jungle compared to Japanese army which had intensive training in the tropical Hainan Jungle. Lack of resources Most of military or war equipments such as aircrafts belongs to British troops were outdated and insufficient. The worst part, important war machine such as tank was not provided. CONCLUSION The Japanese success during the Malaya campaign, like any success, can be attributed to a number of factors. It could be argued that political decisions on the part of the British with respect to theater priorities and force allocations prevented the British in Malaya from being better supported by their air and naval forces. It could be argued that there were issues of leadership and unity of command, issues of training and morale, and that elements of luck played a part. Certainly these were all factors, as no doubt were others. But it doesnt change the fact that the Japanese conducted a joint warfighting campaign as it would be defined in todays terms, and it was that aspect of their operations that was crucial to their success in Malaya, irrespective of other factors. Japanese victory on its instant invasion over Malaya and Singapore were significant and historical moments for Japan because it was shown to the world that Japanese army was superior compared to the British forces. Beside that it was important to note that the Japan succession was heavily rely on well planned mission by its brilliant commander, General Yamashita as well as his experienced troops. They had prepared accordingly in term of modern military and war equipments, effective and excellent tactics, strategy and coordination. The Japanese propaganda also important because it was accepted by people to release them from British. Meanwhile, from the wide perspectives, the British had badly defeated mainly due to unprepared nest of British army as well as the Malaya itself to fight in the battle. They were being complacency with the assumption that no other country could overpower their colonial territories in Malaya. They also concentrated to the updates on the newly declared war between their country and the Germany. Although their troops were outnumbered the Japanese, most of them were soldiers who have no battle experience in the jungle. The sufficient, appropriate military and war equipment such as the absence of tank and enough ammunition, naval and air defense for these young soldiers also had contributed to the loss. Japanese Invasion of Malaya December 8, 1941 January 31, 1942 [1] Malcolm Kennedy, A Short Story of Japan, Mentors Book, USA, 1963, p188. [2] Howard J Langer, The World War II The Ranking of the Most Influential Figures of the Second World War, Published by Bounty Books 2006, p 193. [3] Tzu, Sun. The Art of War. Edited by James Clavell. New York: Delacorte Press, 1983 p 8. [4] Ong Chit Chung, Operation Matador, Eastern Universities Press 2003, p 233. [5] The Fall of Malaya, Media Master Guides To Pacific War Battlefields (1941-1945) [6] Falk, Stanley L., Seventy Days to Singapore. New York: G.P. Putnams Sons,1975, p 44. [7] Falk, Stanley L., Seventy Days to Singapore. New York: G.P. Putnams Sons,1975, p 25 [8] Edward L Dreyer, China at War 1901-1949, Published by Longman, London 1995, p 206.

Friday, October 25, 2019

Fahrenheit 451 by Ray Bradbury :: Ray Bradburys Fahrenheit 451

Fahrenheit 4511 In the futuristic novel Fahrenheit 451, the author, Ray Bradbury, expresses several problems that influence the story. Many of these problems have to do with the behavior of the people in the twenty- fourth century society. One major problem is that firemen have been given the job of burning books in order to stop the spreading of ideas, and to cause all of society to reform and therefore be happy. Many people do not agree with this and they try hard to keep books alive, even though they may be killed for it. Guy Montag, who in the beginning of the story is a proud fireman, later doubts his job and joins those who preserve books. One person who teaches him about books is an old man named Faber who is a retired English professor. During a conversation between Montag and Faber, Montag states, â€Å"That’s the good part of dying; when you’ve nothing to lose, you run any risk you want†(pg.85). What he means by this is that he is willing to risk his l ife to help save books for others to read and enjoy. However, Montag’s wife, Mildred, does not care for books as much as Montag because she knows books are illegal and she fears for her life. Mildred tells Montag how afraid she is by saying, â€Å"They might come and burn the house and the family. Why should I read? What for?(pg.73)† Montag is upset when he hears this because he sees that there is a problem with burning books. Indeed there is a problem because books allow people to express themselves, learn, dream, and have fun. In a society such as the one found in Fahrenheit 451, people are not allowed to experience any of these things and they are less individual. Another problem found in Bradbury’s future is that some schools and businesses have been shut down simply because they encourage and promote reading and books. In the novel, books are made to be thought of as evil and are no longer produced. Book companies along with some schools and publishing agencies have been closed due to the ban of books. On page 75 Bradbury tells of the closing of schools by writing, â€Å"The old man admitted to being a retired English Professor who had been thrown out upon the world forty years ago when the last liberal arts college shut for lack of students and patronage.

Thursday, October 24, 2019

Siren Song

In â€Å"Homer’s Odyssey† and â€Å"Siren Song† both show the weaknesses of human beings. Also it reveals humans find something so enticing that they are incapable of withstanding it. In â€Å"Homer’s Odyssey† Homer creates an illusion that the sirens are dangerous creatures, unlike Atwood’s poem, â€Å"Siren Song. † Atwood’s poem however shows a desperation coming from the sirens. In â€Å"Homer’s Odyssey† the poem is told from Odysseus point of view. He portrays the Sirens as mysterious and luring.Circes advises Odysseus that the Sirens â€Å"spellbind any man alive, whoever comes their way. † Gaining this knowledge, Odysseus made his sailors plug their ears with beeswax so they would avoid hearing the thrilling songs of the Sirens. Odysseus was determined to hear the beautiful songs of the Sirens, even though he was aware of the consequences. This reveals mans selfishness by having Odysseus do whatever it takes to hear the song. Odysseus orders his men to tie him down on the mast to ensure his survival.Odysseus hears the Siren's song and starts to react to it, his men â€Å"flung themselves to the oars† and â€Å"sprung up at once to bind him faster with ropes. † This shows how inciting the sirens were to men. In â€Å"Homer’s Odyssey† a man’s perceptive is shown, and describes how temptation will always be a part of life. Unlike â€Å"Homer’s Odyssey†, Atwood’s poem â€Å"Siren Song† is told from the Sirens point of view. The sirens are portrayed as irresistible creatures that cause men to completely lose all self control.One of the Sirens states â€Å"I don’t enjoy it here,† in â€Å"Homer’s Odyssey† all the sirens seem to be fond of singing their admirable songs. In Atwood’s poem a Siren is begging for help; â€Å"Help me, only you can. † Unfortunately no one can help because once the music of the Sirens touches the ear; they succumb to the power of the Sirens. The Sirens have a certain desperation to be set free from their unpleasant life on the island. â€Å"Will you get me out of this bird suit? † shows that the Sirens in Atwood’s poem have identities, opposite of â€Å"Homer’s Odyssey†.There is no information in The Odyssey that infers that the sirens have an identity. In both poems the Sirens voices show an irresistible lure to men. The reasons that the Sirens sings differ from each poem. In† Homer’s Odyssey,† Odysseus feels like they are targeting him, however in Atwood’s poem the Sirens are simply singing for themselves. The Sirens seem sympatric to the men who jump overboard, yet unable to stop themselves from calling the men to their island.The poems â€Å"Homer’s Odyssey† and â€Å"Siren Song† have many similarities in how the Sirens are portrayed but at the same time th ey differ in many different aspects of the poems. The â€Å"Sirens Song† Sirens use the men’s own natural curiosity to bring the men to them. The â€Å"Odyssey† Sirens use enchantment and the promise of passion to get the men to come. Either way, the Sirens reveal how tricky and clever they are with their magical songs. Nevertheless, the Sirens could just be trying to torment men for their own entertainment or they could be trying to reach out for help.

Wednesday, October 23, 2019

Advertising Victoria’s Secret Essay

Victoria’s Secret is a retail seller of women’s clothing and beauty goods, but is most familiar as a dealer of lingerie. Victoria’s Secret had retailing of more than US$ 2.6 billion through their over 900 retail stores in the U.S. in 2005. In Joseph Jaffe’s â€Å"Life After the 30-Second Spot,† he looks at how the mode that most companies and organizations believe is the best way to get their point crosswise to customers and projection – television advertisements. It is significant to note that it’s not that the ads aren’t imaginative, inventive, or are not talking the verbal communication of the spectator – no less than for the most part – that has sourced the need for a â€Å"life after† this type of marketing, it’s the empowerment of all of us in the marketplace, letting the people â€Å"call the shots† for maybe the first time in a long, long while. Victoria’s Secret was six money losing lingerie stores and a successful catalog when Wexner bought the company in 1982. It was a business aimed at making men comfortable buying lingerie. But what Wexner saw was an essential appeal to women. From its inception, Victoria’s Secret’s telephone operators were trained to be soothingly supportive when embarrassed males called. You don’t know your lady’s bra size? No problem. Do you know where she keeps them? Okay, look on the edge of the strap and it will tell you the size. Today almost exclusively women for women who are mainly buying to please themselves run Victoria’s Secret. Doing only $7 million when Wexner bought it, the business grossed nearly $1.8 billion in 2003, two-thirds from the stores. Wexner was at his best, grasping the potential of Victoria’s Secret and then realizing that potential. He created stores that enhanced a mood: pretty but not overtly sexy, with satin nightgowns hung on the walls, a color-coordinated spread of undergarments on tables and plenty of room to mill about on thick carpeting. Thus coddled, the Victoria’s Secret customer buys eight to ten bras a year; the typical American woman buys two. â€Å"We’ve made women consider the bra and panty part of their fashion wardrobe,† says Grace Nichols, 48, chief executive of Victoria’s Secret stores. A woman buys an aqua satin bra from Victoria’s Secret in the same way she buys a new lipstick color, to cheer up, to feel better or to indulge herself. â€Å"Narcissism is real,† says Wexner. â€Å"It’s the key to the business.† The stores and catalog arc now run separately and carry mostly different goods, with only about 5% overlap. But they reinforce each other. FORBES estimates between 200 million and 240 million catalogs are mailed to 10 million people–with some getting as many as 45 catalogs a year. As much as generating mail-order and 800-number business, the catalogs stimulate women to visit the stores. â€Å"We’re in the customer’s face on a regular basis,† Nichols says. She has plans to go from 600 Victoria’s Secret stores to as many as 1,000 stores, adding 50 a year, even without expanding abroad. Six years ago Victoria’s Secret introduced a line of scented bath gels, soaps and lotions. â€Å"These products are indulgence-oriented, so we saw a great emotional marriage between the two products,† says Nichols. The line now constitutes $180 million in revenues and 15% of sales, with better than 50% gross margins. Not rock music but Vivaldi and Beethoven pour softly from the loud-speakers in Victoria’s Secret stores. Customers started requesting tapes and CDs. Why not? Since 1989 the stores have sold more than 10 million tapes and CDs, recorded by the London Symphony Orchestra for the Victoria’s Secret label. Cynthia Fedus, chief executive of the catalog operation since 1988, also made major changes. Out went the steamy shots of scantily dad males and females grappling, ogling or embracing each other that were common under her male predecessor. In came a mannered, aristocratic look with British affectations. Though headquartered in New York, the catalog first listed a London address on the cover. But when people started showing up at that address, an administrative office, it was dropped. The catalog still states a price in pounds. â€Å"It became aspirational, with older models posing in rich-looking, lovely settings,† she says. Sales doubled her first year, to more than $100 million. Fedus also added to the lingerie a line of sportswear and evening wear, which has become 60% of sales. A supplemental swimwear issue debuted, bringing in $12 million in sales. There followed a country issue with rustic clothing and Timberland shoes. Leslie Wexner has always understood that retailing and show business are first cousins. Victoria’s Secret has become a powerful mainstream retailing brand image. Why. Those with a taste for pop psychology speculate that professional women, denied highly feminine clothes at the office, want to wear ultra-feminine garments underneath. Such talk bores pragmatic Nichols. â€Å"I could tell you any bullshit you want to hear,† she snaps, â€Å"but you’ll find the [lingerie] category hasn’t grown; we’ve just grabbed market share.† Victoria’s Secret has aided; perchance more than any other product attract notice to the lingerie industry. Their advertising operations, together with the Victoria’s Secret Lingerie Catalog and Victoria’s Secret Fashion Show are visually attractive and contentious. The notice received by Victoria’s Secret for their violent advertising campaigns has produced invaluable rumor and media bytes to further augment the Victoria’s Secret brand. References Joseph Jaffe, 2005, Life After the 30-Second Spot: Energize Your Brand With a Bold Mix of Alternatives to Traditional, Publisher: John Wiley ; Sons Inc