Machiavelli Essay - 1597 Words

quot;The term Machiavellian refers to someone who is unscrupulous, cunning, cynical, and unprincipledquot;(Goods 1998). Many scholars agree that this particular adjective would have dismayed Niccolo Machiavelli, the man from whom the term is derived. In reality he has been attributed as being one of the brightest lights of the Italian Renaissance through his works as not only a writer, but also as an influential philosopher of history and political thought. His most famous work The Prince has been misunderstood due to the motives discussed and the blatantly honest language used. Many of his critics have condemned him for his pessimistic outlook of man as a whole and in doing so try to negate the bulk of his work. Yet even after over 470†¦show more content†¦In fact, Machiavelli used various early diplomatic missions as the basis for a short guideline he sent to the Florentine diplomat of Spain named Raffaelo Girolami. In this letter Machiavelli discussed not only what he had done but also how he could have improved (Gilbert 1961, 209). This letter was meant not only as advice for a particular situation but also as a learning aid to apply to all situations. We see from this and other letters like it that Machiavelli not only learned the theory behind politics but also continually refined his skill with each new challenge. Machiavelli demonstrated a great knowledge and insight regarding politics through his writings but more importantly he displayed a man who went through great effort to pay attention to details. Nowhere else is this fact more evident than in the advice and instructions that he imparted to less experienced government officials. His own advice states to â€Å"†¦write to those with whom you do business so clearly that when they have a letter of yours they may think they are there-in such detail it describes the thing to them†(Gilbert 1961, 123). Not only does this apply to his beliefs in documentation, but also encourages them to pay close attention to details in order to supplement those writings. This type of statement was far from uncommon, in a large quantity of his letters to less experienced diplomats he advised them to â€Å"’go to the extreme of writing too much rather that too little† (GilbertShow MoreRelatedThe Machiavelli And Machiavelli s The Prince2 348 Words   |  10 PagesI have always found great interest in the infamous Niccolo Machiavelli and his ways of thinking; my eye was drawn to him long before I knew I would be studying at Colorado State and even before I had any interest in politics. It was from young man know as Tupac Shakur, and let me tell you it is great to finally understand who Machiavelli is and the things he has done for the outlook on politics after hearing about how much respect and praise he got from the iconic rapper of the 1990s. In this paperRead MorePrinciples Of Machiavelli1615 Words   |  7 PagesIn the 16th century Niccolo Machiavelli presented Lorenzo de Medici with his most prized possession, â€Å"The Prince†. At this time, it was custom to present the prince with your most prized possession, in order to gain their friendship. Machiavelli spent much time studying past rulers and wrote â€Å"The Prince† in which he describes how one acquires and maintains power. At the time, Th e Prince was not well accepted as it went perceived to go against the Catholic Church. However, today the prince has beenRead MoreMachiavelli as a Humanist1886 Words   |  8 Pageswho is concerned with the interests and welfare of humans. Niccolo’ Machiavelli can be thought of as a humanist. Although opinions on this differ greatly depending on whom you speak with. Machiavelli’s life consists of so many examples and lessons that he has learned throughout his life. Through my paper, I intend to examine his perception of morality based on his political writings and life experiences. Niccolo’ Machiavelli was born on May 3, 1469 and died in 1527. Although we do not knowRead MoreAnalysis Of Machiavelli774 Words   |  4 PagesChasity L Wireman Dr. Michael A. Lazarus HIS 102-W1: Western Civilization II 10/25/2017 There are many reasons why Machiavelli is widely considered the beginner of modern political thought, one of the many is he studied strictly the politicians, and businessmen. Machiavelli recognized the political playing field as a vile place only for the most dominating and cunning of political giants. One of Machiavelli’s most famous work, On Principalities, or known by the other title, The PrinceRead More Machiavelli Essay1438 Words   |  6 Pagesnbsp;nbsp;nbsp;nbsp;nbsp;Niccolo Machiavelli, one of the great political minds of the 15th century, accomplished what many mathematicians today only dream of, having one’s name used as an adjective. To be Machiavellian is to demonstrate characteristics of expediency, deceit, and cunning and as Machiavelli wrote in, The Prince, these are the qualities of a great leader. The Prince was published in 1531, creating great controversy with other political thinkers of the time. Machiavelli completely ignored theRead MoreThe Relat ionship Between Machiavelli And Machiavelli s The Prince1075 Words   |  5 Pagesand turmoil, philosophers are able to give their critiques on government and human nature as a whole. Socrates and Machiavelli, both philosophers in what it means to be a proper leader and the role of the people within a society, share contrasting views. Machiavelli, alive during the time of great political turmoil in Italy, is immortalized through his writings in The Prince. Machiavelli was able to use what the political shortcomings he witnesses during his time period as a guide to deciphering theRead MoreThe Prince, By Machiavelli1517 Words   |  7 PagesIn The Prince, Machiavelli doesn’t hesitate to recommend that a ruler employ conventionally immoral methods against his own subjects to maintain authority over them, but he does imply that whatever a ruler does should ultimately benefit the community. A Prince’s actions may be cruel, manipulative, or otherwise immoral, but they put him in the position to govern. On occasion, Machiavelli even suggests that gaining power through immoral acts is the best way to improve a community because immoralityRead MoreThe Prince By Niccolo Machiavelli1472 Words   |  6 PagesPrince by: Niccolo Machiavelli really tries and is successful at dividing politics and ethics to decipher the characteristics of a good and bad political/government ruling leader in this novel. In this reading, I seen 5 points that Machiavelli talked about, and those were: Free Will, Being Hated vs Goodwill, Virtue, A Good Military, and finally Human Nature. These are a necessity to the recipe that Machiavelli is making in this book. In the first few chapters of the book, Machiavelli begins to talkRead More Machiavelli And Plato Essay1564 Words   |  7 Pages Niccolio Machiavelli (Born May 3rd, 1469 amp;#8211; 1527 Florence, Italy.) His writings have been the source of dispute amongst scholars due to the ambiguity of his analogy of the amp;#8216;Nature of Politics; and the implication of morality. The Prince, has been criticised due to itamp;#8217;s seemingly amoral political suggestiveness, however after further scrutiny of other works such as The Discourses, one can argue that it was Machiavelliamp;#8217;s intention to infact imply a positiveRead MoreNiccolo Machiavelli Essay1536 Words   |  7 PagesNiccolo Machiavelli Around 1513 Niccolo Machiavelli while writing The Prince would not be considered a theologian. When thinking of Machiavelli many people confuse him together with the names of rulers who have abused his writings. It also seems other people confuse Machiavelli with the rapper who took his name. Either way people confuse Machiavelli it seems they fail to look at his true message, bettering the state and the greater good. Machiavelli may seem evil to some but his political

Essay on A Drifing Mind Alzheimer´s Disease - 602 Words

The article I decided to go with was â€Å"Special Nursing Home Units for Residents with Primary Degenerative Dementia: Alzheimers disease†. The reason I went with this article was because I wanted to focus on a different stage of life. I also have family that has had Alzheimer’s disease. I think this was one of the hardest things I have seen in my life. My aunt would remember my name one moment and forget I was even alive the next. The purpose of this article is to educate those interested in this disease to learn how to deal with them in nursing homes. The research question asked here is how to deal with those with Alzheimer’s in the nursing homes. The article that I focused on was focused on at-risk or vulnerable populations. The†¦show more content†¦I say this because I would be so confused and at a loss of what is going on. Social workers would want to help a person like this by advocating the needs that they need and by providing the service that the person may need. The author arrives at their conclusion and findings by researchers. This person actually went into a nursing home and found the relevant issues of someone who has Alzheimer’s. They did this because they wanted to be able to help someone with this. They wanted to give the services to someone like this just like anyone else. I think that, as a social worker, this is very important. I also think that the research done was great because the person did it hands on. I think the best research is when you have the information first hand. I actually worked in a nursing home that had a special needs unit for Alzheimer’s unit. I think this was very nice of them because the social worker would help them. I would be to use this information from this article into practice by advocating for my clients. The fact that I have actually dealt with Alzheimer’s patients is something that has prepared me for my future. This article talks about how social workers help people with this disease cope, I think I would be able to do this because of the information and experience that I have from real life and the article. I choose this article because I really want to help people with this disease at some pont in my life. I also decided to use this article because I

Over Population Essay Free Essays

The rapid increase of the Earth’s population is becoming an issue due to the depletion of forests and limited resources. There has been a dramatic increase in the World’s population by 5. 8 million from 1900 to the present day. We will write a custom essay sample on Over Population Essay or any similar topic only for you Order Now In this era humans are reproducing more than in previous times causing them to cluster near each other in cities and to live in crowded conditions with limited resources. If the world continues to carry on these factors, in the near future the earth will not sustain its resources. There are many factors that contribute to the overpopulation of the world. Developing countries in need of education, major gap in wealth along with social class and the exploitation of earth’s resources are factors of overpopulation. In some countries, many individuals do not have money or the opportunity to be educated and as a result they do not know how to control the population in the means of using protection to control. â€Å"Lack of family planning is commonly seen in the illiterate lot of the world rise in birth rate.† (Beddinton, J, 2010) Illiteracy is an important factor that contributes to overpopulation. It has been proved that individuals with a minimum of a post-secondary education are likely to have fewer kids than those who do not possess a post-secondary education. â€Å"1/3 of the population growth in the world is the result of incidental or unwanted pregnancies. † (Beddington, J, 2010) The concept of birth control isn’t quite accepted in many cultures. Using birth control measures is considered forbidden in certain cultures. In some cultures, male children are preferred. This ultimately forces couples to produce children till a child of the preferred gender is conceived. Women are often pressured from the family and society to children. It is a role that women are given, not by choice, but by their societies. They are child bearers and always will be. â€Å"Those lacking education don’t quite understand the need to curb population growth. Modern methods of birth control and  family planning don’t reach certain societies either, making it difficult for them to have methods of curbing their growing population. † (Oak, M, 2012) These people are unable to understand what impact overpopulation can have because they are not taught about the international concern not do they have time to think about it with all that they already deal with. Those with education can make more responsible decisions about marriage and childbirth. Thus education is an effective tool to curb overpopulation. Human nature always wants something more or better and realistically people are never completely satisfied. The problem is that, there are too many people on the planet for all of them to live well and carry a comfortable life. There is an immense difference in the income of individuals and there are also such differences in the power between social classes. As more wealth and resources have become available, the cost associated with obtaining these resources is forced to increase, resulting in unequal access to them. â€Å"Those living at the middle, lower, and bottom of the income brackets find it more difficult to sustain a viable quality of life. †(Beddington, J, 2010) Compared to the entire population, there are only a few people that possess large amounts of money and power over the rest of the people. As the Earth’s population continues to increase, the more poverty that there will be. There are evidently more than enough resources to go around to everybody on the planet, but the distribution of these resources is not equal. Millionaires are constantly trying to figure out how to make more money and they hire people at extremely low wages because those people are unfortunately desperate. The Bourgeoisie will always have the money by passing along wealth and the Proletariat will always be stuck in the position of doing heavy labour for little income. Money is scarce to some extent for everyone. The top one percent holds way too much money and power over everyone else. Because of these people the wealth is very unequal, causing poverty and allowing the rich to hold all the riches and the poor to have less. Increasing population leads to companies increasing the need for products thus more productions are made. People in agriculture such as farmers have always had the ability to exploit their resources in order to reach the fullest potential of their harvest but this is starting to change. One resource that is particularly running low is the element of life, fresh water. â€Å"Out of the total water on earth only two percent is fresh and of that only one is able to be used the rest is locked up as parts of gasses or as ice in the polar caps.†(Beddington, J, 2010) Humans use half of all the available fresh water yet many still can’t find enough. Over one billion people lack access if they have any to clean and safe drinking water. As population grows, so will the number of people living in these conditions where they are unable to obtain basic resources. â€Å"The water tables of China, India, Pakistan, Mexico and Yemen are dropping by 1 to 3 meters per year, as are those of the US, especially in the southern Great Plains where â€Å"thousands of farms †¦Ã‚  have gone dry†. Since one ton of grain requires 1000 tons of water, this water deficit will cross international borders in the form of increasing grain prices worldwide. †(Beddington, J, 2010) The planet is clearly having a difficult time managing the need of products due to the growing high demands of goods and resources. Nearly 80 million people are added to the planet every year and a healthy future does not lie ahead unless a change for materials and materials that can be recycled is demanded. Overpopulation is a serious subject and a growing issue for today’s generation and those ahead. There needs to be increased awareness on this issue, because it’s becoming a problem that is increasing every second. Education needs to be provided for those in need in order to help reduce the birth rate, resources must be managed wisely in order to save resources for the years to come and a development for a better share of wealth throughout the world needs to be found in order to control this problem that generations ahead and maybe even this era is facing. People need to look at the numbers, according to U. N the world population is projected to hit 9. 6 billion by 2050. Earth cannot hold an infinite population and the pollution that they cause. Overpopulation won’t resolve itself; the birth rate will not magically decrease and change will not take place until the people truly want it and act upon it. How to cite Over Population Essay, Essays

Marketing Communications Coca Cola Amatil †MyAssignmenthelp.com

Question: Discuss about the Marketing Communications Coca Cola Amatil. Answer: Introduction: Company Background Coca-Cola Amatil, abbreviated as CCA is the leading soft drink dealer in Australia. The organization is among the five top branch companies of Coca-cola Company. It produces non-alcoholic drinks which are ready-to-drink beverages. The organization produces the common Coca-Cola products which include Coca-Cola drink (Coke), Sprite, Fanta, Kirks, Lift, Zico Coconut water and Powerade among many others. It handles the manufacture, the sales and the general distribution of these drinks. Besides, CCA produces and sells some alcoholic drinks within Australia and other parts of the Asia Pacific region. CCA has employed more than 35000 people across the entire Australia to handle the manufacture, the sales, and distribution of Coca-Cola products. CCA has much manufacturing located at various points in Australia. These areas include Moorabbin, Thebarton, Kewdale, Richlands and Northmead among many others. The manufacturing sites have played a critical role in placing the company at a better position to meet the needs of its huge Australian market. CCA is always keen to create and sustain a close relationship between the customers, the owners of the brand, the manufacture, sell and distribution of its products. Product Description The Coca-Cola Amatil's product chosen for this report is Coca-cola drink also called Coke. The product is one of the most iconic drinks of the CCA in Australia and other countries. Coke is a carbonated drink that has reached many people in the Australian market, and even beyond Australia, becoming the most dominant soft drink on the globe (Spurgeon, 2008). The drink is packed in cans and bottles which have variations as per the market needs. Currently, the CCA has produced various tastes of Coke drink to satisfy the market demand for the taste of Coke. Some of these include Coca-Cola Vanilla, Coca-Cola Cherry, and Caffeine-Free Coca-Cola among many others. Target Market for Coke Coca-Cola Amatil has been one of the organizations on the front-line to adopt the best strategies to become the market industry leader. The company has worked to ensure that it satisfies its target segments for better service to customers. CCA works with a vision of ensuring that every person in Australia drinks Coke. Therefore, CCA does not target specific segments in the market but always makes attempts to reach anyone to drink Coke. Considering the psychographics, geographical and demographic segmentation, it is clear that coke targets all people in Australia and even in the entire world. These objective has made CCA come up with appropriate products to satisfy different kinds of customers in the market (Nagra, Kumari, Gopal, and Manjrekar, 2012, pp. 56-61). Regarding age, CCA targets people of all ages reaching both the young, the middle aged and the old population. The organization has grouped people into various age groups and is always making efforts to give them appropriate code products. However, it has been observed that CCA targets most people at a younger age. Also, the company does not have a specific gender; it targets people of all types of gender. Regarding lifestyle, CCA has portrayed interests in the mobile generation and the busy people (Gambetti and Schultz, 2015, pp. 1-4). The organization targets the m-generation segment and believes it an important for its business. The main occupation characteristic that the CCA targets is students and the family oriented people. Concerning the geographic factors, CCA targets the entire market in Australia regardless of the specific geographical characteristics. The company does not have a specific target geographical location but aims at achieving the consumption of all the people regardless of whey come from. There are certain factors concerning the CCA's customer's media habits (Darakeva, 2013). Besides, the people who are connected and like surprises. In its strategy, CCA has integrated continuous market segment identification and satisfying their needs (Keller, 2008, pp. 65-74). Positioning of Coke CCA has highly positioned itself in Australia's soft drink market. The company is a subsidiary of Coca-Cola company has adopted the positioning strategy of the main company. The organization is driven by the statement "Think global, act internationally." Therefore, it is evident that CCA has incorporated a high level of the positioning of coke in its organizational culture (Coke Solutions, 2014). The company aims at producing high-quality products which are placed above any other soft drinks in Australia. The organization works to produce products that meet international market requirements yet sold to the local market in Australia. Thus, this has enabled coke to stay leading in the soft drinks market in Australia. All the companies operating as subsidiaries of Coca-cola Company have adopted the strategic positioning strategy of the main company. The organization works to ensure that it gives a good image both in Australia and other parts of the world (Dudovskiy, 2015). It has ensured that all the people in Australia perceive it positively. The strategic positioning of Coca-cola has played a critical role in its sales since anyone want to be associated with Coca-cola (Vladmir, Miroslav and Papic, 2012, pp. 141-154). Also, CCA uses the Coca-Cola Company's positioning proposition which says "Live the coke side of life." The proposition has helped the company to ensure that the people feel and desire to be associated with Coke. It brings about an aspect of joy and the happiness of life that may be obtained for those consuming Coke. Most customers tend to associate the brand with their emotions or feelings. The proposition has also played a critical role in increasing the loyalty of the customers to its products mostly because of their good perception of the brand. The CCA's ability to move the emotions of the customers has been one of the key aspects for Coke's broader market penetration. Therefore, CCA has effectively positioned Coke in the market more than any other player in the Australian soft drink industry. Communication Goal Coca-Cola applies Integrated Marketing Communications to achieve its objectives of communication in the company. The company has achieved the IMC by applying and combining various communication channels which work together to make an effective communication to the market. These channels include advertising, the public relations, personal selling, digital marketing and digital marketing among others. These marketing communication channels play a critical role in helping the company achieve its communication objectives. The main objectives of the IMC program that CCA targets to achieve can be summed into three aspects which are to communicate, compete and convince. CCA uses IMC programs to communicate various aspects of Coke to its stakeholders. The company tries to communicate its information in a clear, truthful and accurate way (Jobber, 2007). This increases the customer's confidence in the company brand. It targets to create awareness of the product, inform and educate the buyers on various aspects of the product. Besides, the company also targets back way communication through its IMC programs whereby they target to get feedback from its customers and then work towards improving them. The CCA also targets to use the integrated marketing communication approach to convince its parties of interest. Through the IMC, CCA can convince the customers and make them like the Coke over other players of soft drink products in the market. Besides, the IMC targets to satisfy the new potential customers to try out Coke and thus, a way of convincing them. It is also clear that the CCA aims at using IMC to compete and beat its competitors in the industry (Solomon, Marshall, and Stuart, 2009). This is achieved by making a message that encourages the customers to buy and drink more of Coke more than other brands thus getting more sales than others. Therefore, with effective passing of message through the IMC and its ability to convince the many customers, CCA can get a competitive advantage over other players in the industry. Message strategy and Executional Tactics at CCA Coca-Cola Amatil has its goals in place that it tries to achieve from the integrated marketing communication. The company has achieved this by designing messages which convey certain aspects in the brand. These messages are then conveyed through images, words, audio sound, and the videos. The message of CCA regarding its product Coke attempts to bring out a message that Coke quenches the thirst, Coke is stylish and also that drinking of Coke is the best lifestyle (Foster, 2008). The message strategy brings about the customer's perception that Coke is the best drink in the world to stop the urge for a drink referring to it as the thirst. Therefore, through its marketing messages strategies, CCA is in a better position to win many customers who want to 'quench' their thirst. The IMC message of CCA on its products also attempts to explain to the public that Coke is stylish. Every human being has pushed them to pursue fashionable items in their environment. Therefore, emphasizing on the stylish aspect attracts many people to use the product (Lamb, Hair, Mcdaniel, Boshoff and Terblanche, 2008). Besides, the message is from CCA's IMC, informs the user that consumption of Coke is part of the lifestyle. User get to perceive and adopt the drinking of soft drinks into their lifestyles as part of life. Therefore, the message helps the company to get more market, increase the customer loyalty to the brand and thus increase the organization's profitability in return (Wilkin, 2009). All the media channels the CCA all have a target of relaying the IMC objectives to the customers of the organization. The effective communication of the message has increased the profitability of the organization and also strengthened the brand loyalty of its clients (Strydom, Jooste and Cant, 2008). Therefore, the message strategy of CCA makes the customers believe that Coke is an essential commodity in their life (Verhoef, Kannan and Inman, 2015, pp. 174-181). Promotional Mix and Media Strategies for CCA CCA has employed advertisement strategy for Coke in its business. The company has adopted various types of media to ensure that the information reaches most of its customers (Vantamay, 2011). Some of these media sources used by CCA in promoting Coke include the print where the company advertises using newspapers and magazines, the Television media, the radio among many others (Odden, 2008). CCA has also embraced public relations (PR) through corporate social responsibility. This has helped to increase the organization's productivity and sustainability, especially in the long term. Other CSR activities include sponsorship in the community such as giving donations to the projects, helping upcoming musicians, events and many others. The CCA uses direct marketing strategies to promote its products. The organization partners with other business such as hotels and restaurants as one of the IMC mix. Also, the company uses sales promotion in its marketing and advertising mix. These include discounts, offers, visibility in shelves among many others. Besides, the company applies interactive marketing and the social media. Some of these social media channels that CCA uses include Facebook and Twitter among many others (Tsikirayi, Muchenje, and Katsidzira, 2012). Thus, these promotional channels have helped Coke to make achieve an effective communication of its products. Conclusion In conclusion, effective marketing communication is key for the success of every business organization. It is a way to reach the market, speak to them, convince them and compete with other players in the industry. Targeting helps in satisfying the customers by segmenting them into portions and then delivering as per their needs. Also, business needs to position their brands above competitors for effective communication. The best way to communicate to the market starts by the formulation of the rightful message to be communicated to the audience. The company then delivers the message through a variety of promotional mix and media. It is important for the organization to evaluate IMC mix strategies that are likely to impact positively to the company. Therefore, when successfully, integrated marketing communication can positively impact on the productivity of the organization. References Coke Solutions. (2014). Beverage Sales Strategies for Soft Drink Marketing. Retrieved Sept 12, 2017, from Coke Solutions: https://www.cokesolutions.com/MarketingTools/Pages/Site%20Pages/Strategies%20and%20Solutions.aspx Darakeva, V. (2013). Internet marketing of the Coca Cola Company. Retrieved Sept 12, 2017, from Slide share: https://www.slideshare.net/VenelinaDarakeva/internet-marketing-of-the-cocacola-company Dubovsky, J. (2015). Coca-Cola Marketing Communications: A Critical Analysis. Retrieved Sept 12, 2017, from Research Methodology: https://research-methodology.net/coca-cola-marketing-communications-a-critical-analysis/ Foster, R. (2008). Coca-Globalization: Following Soft Drinks from New York to New Guinea. New York: Palgrave Macmillan. Gambetti, R., and Schultz, D. (2015). Reshaping the boundaries of the marketing communication to bond with consumers. Journal of Marketing Communications, pp. 1-4. Jobber, D. (2007). Principles and practice of marketing. Berkshire: McGraw-Hill. Keller, K., (2008). Strategic Brand Management, Syth Publications, 1389, First Printing, pp. 65-74. Lamb, C, Hair, F., Mcdaniel, C., Boshoff, C. and Terblanche, N. (2008). Marketing. Oxford University Press. Nagra, G., Kumari, S., Gopal, R. and Manjrekar, P. (2012). Impact of Integrated Marketing Communication on different customer segments, effects on consumer decision making process. International Journal of Applied Services Marketing Perspectives, pp. 56-61. Odden, V. (2008). The Story of Coca-Cola, Creative Education Solomon, M., Marshall, G. and Stuart, E. (2009). Marketing: Real People, Real Choices, 6th ed. Upper Saddle River, NJ: Prentice Hall Spurgeon, C. (2008). Advertising and New Media, Taylor and Francis Strydom, J., Jooste, C. and Cant, M. (2008). Marketing Management. Cape Town: Juta. Tsikirayi, C., Muchenje, B. and Katsidzira, Z. (2012). Impact of Integrated Marketing Communications Mix (IMCM) In Small to Medium Enterprises (SMEs) In Zimbabwe Marketing Tool, Research in Business and Economics Journal. Vantamay, S. (2011). Performances and Measurement of Integrated Marketing Communications (IMC)of Advertisers in Thailand, Journal of Global Management. Verhoef, P., Kannan, P., and Inman, J. (2015). From the multichannel retailing to the Omni-channel retailing: Introduction to the special issue on multichannel retailing. Journal of Retailing, pp. 174-181. Vladmir, M., Miroslav, K., and Papic, T. (2012). The necessity to adjust traditional integrated marketing communications tools and techniques to new global trends. Journal of Marketing Communications, pp. 141-154. Wilkin, R. N. (2009). Coca Colas Original Coke: Marketing Communication Mix. Retrieved Sept 12, 2017, from Blogspot: https://cocacolasoriginalcoke.blogspot.com/2009/04/marketing-communication-mix.html