The not so empty stage Essay Example For Students

The not so empty stage Essay In the beginning, were told, was the Word. In American regional theatre, the word was that of Sophocles and Schiller, Shaw and Shepard, above all Shakespeare. And, at the beginning, it was scripture. When the Guthrie Theater in Minneapolis, the model and seminal force behind what would become the American regional theatre movement, launched its first season 30 years ago, it was driven by the Word. Patterned after the British rep system as filtered through Canadas Stratford Festival, the Guthrie was a celebration of the primacy of the Word. This respect for text manifested itself in what would be the most dramatic, influential and ultimately controversial feature of the new theatre: Tyrone Guthries thrust stage. Within a few years of the Guthries founding, open stages popped up all over the country, clearly the stage of choice for serious classical theatres. The Guthrie has changed over 32 years, reflecting, as any living theatre must, great changes in our culture. Nowhere is that social change more dramatically seen than in the Guthries relationship to the Word as presented on the thrust stage. By the time Guthrie and his longtime collaborator, designer Tanya Moiseiwitsch, brought their new theatre to Minneapolis, they were in full revolt against the dominant proscenium, set firmly against the psychological realism that had made the proscenium popular and even necessary. The proscenium had been a product of the 17th-century opera stage, a stage of pictorial spectacle. In the 19th century, with the rise of naturalism, it had become a convenient picture frame for realistic illusion. Suspension of disbelief, Samuel Taylor Coleridge called it. Guthrie didnt buy it. It has always seemed to me, he said, that people do not submit to illusion in the theatre much after the age of 10 or 11. Instead, Guthrie and Moiseiwitsch harkened back to the Elizabethan era with its vestiges of Greek and Roman platform stages thrust out among the surrounding audience. Instead of the horizontal, pictorial proscenium stage, the more vertical Guthrie space folded the audience around the playing area on three sides, involving them more intimately with actors the carriers of the Word close enough to be heard, as well as seen in fresh proximity, almost touchable. Sets would perhaps consist of a plain upstage-center stagehouse to allow levels and balcony scene (though the house wasnt permanent as it was at Stratford) or touches of atmosphere (a tapestry to denote a baronial dining scene, banners waving as actors raced across stage on the diagonal, off to some rousing war or other). But mostly there would be very little set at all. The opening play, a virtually uncut Hamlet, was scenically austere, constantly reminding spectators that they were seeing a new kind of stage. It was pure theatre the Word, the actor, the audience. From Guthries tenure through that of his protege, Michael Langham (1971-77), the primacy of the Word endured, and there seemed to be an increasing number of actors who knew how to project easily to the farthest reaches of the balcony, who dealt with language as something dynamic and living. But the Word began running into trouble in the 70s. American audiences and artists increasingly began distrusting words and ultimately began losing the ability to listen closely to language. A perceptual revolution was underway. There were a host of reasons for this: The specter of politicians saying one thing while TV cameras off in Vietnam showed the opposite; the increasing deluge of hype, spin, buzzwords and ad-babble; the realization that language was constructed and controlled, giving rise to poststructuralism and the politicalization of words; television itself with its short sound bites and MTV images; the post-literacy of the technological age; the ever louder, more intense volume of the world from rock records to Broadway amplification; actors trained more to caress the microphone than to project into theatre spaces; breakthroughs in theatre technology from lighting to sound to projections, on and on, take your pick. .u9a0ceed7c01c4443fb9445312a716d33 , .u9a0ceed7c01c4443fb9445312a716d33 .postImageUrl , .u9a0ceed7c01c4443fb9445312a716d33 .centered-text-area { min-height: 80px; position: relative; } .u9a0ceed7c01c4443fb9445312a716d33 , .u9a0ceed7c01c4443fb9445312a716d33:hover , .u9a0ceed7c01c4443fb9445312a716d33:visited , .u9a0ceed7c01c4443fb9445312a716d33:active { border:0!important; } .u9a0ceed7c01c4443fb9445312a716d33 .clearfix:after { content: ""; display: table; clear: both; } .u9a0ceed7c01c4443fb9445312a716d33 { display: block; transition: background-color 250ms; webkit-transition: background-color 250ms; width: 100%; opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #95A5A6; } .u9a0ceed7c01c4443fb9445312a716d33:active , .u9a0ceed7c01c4443fb9445312a716d33:hover { opacity: 1; transition: opacity 250ms; webkit-transition: opacity 250ms; background-color: #2C3E50; } .u9a0ceed7c01c4443fb9445312a716d33 .centered-text-area { width: 100%; position: relative ; } .u9a0ceed7c01c4443fb9445312a716d33 .ctaText { border-bottom: 0 solid #fff; color: #2980B9; font-size: 16px; font-weight: bold; margin: 0; padding: 0; text-decoration: underline; } .u9a0ceed7c01c4443fb9445312a716d33 .postTitle { color: #FFFFFF; font-size: 16px; font-weight: 600; margin: 0; padding: 0; width: 100%; } .u9a0ceed7c01c4443fb9445312a716d33 .ctaButton { background-color: #7F8C8D!important; color: #2980B9; border: none; border-radius: 3px; box-shadow: none; font-size: 14px; font-weight: bold; line-height: 26px; moz-border-radius: 3px; text-align: center; text-decoration: none; text-shadow: none; width: 80px; min-height: 80px; background: url(https://artscolumbia.org/wp-content/plugins/intelly-related-posts/assets/images/simple-arrow.png)no-repeat; position: absolute; right: 0; top: 0; } .u9a0ceed7c01c4443fb9445312a716d33:hover .ctaButton { background-color: #34495E!important; } .u9a0ceed7c01c4443fb9445312a716d33 .centered-text { display: table; height: 80px; padding-left : 18px; top: 0; } .u9a0ceed7c01c4443fb9445312a716d33 .u9a0ceed7c01c4443fb9445312a716d33-content { display: table-cell; margin: 0; padding: 0; padding-right: 108px; position: relative; vertical-align: middle; width: 100%; } .u9a0ceed7c01c4443fb9445312a716d33:after { content: ""; display: block; clear: both; } READ: Fortune Theatre in London EssayAt the same time there was a revolution in world theatre that would affect everyone. Led by the likes of Peter Brook, Giorgio Strehler, Peter Stein and Robert Wilson, directors tried to make audiences see, if not hear, the classics anew, trying to recontextualize them in the media age so they would again be surprising.

Case study on Management of Teams of company -MyAssignmenthelp.com

Question: Discuss about theCase study on Management of Teams. Answer: Introduction An IT company has a team of ten members, who work for extremely long hours. Clients who give the projects to this team are from worldwide and this is the reason the employees have to work and make calls even at 2am (Robbins Judge, 2012). The management supervisor of the team has found out that out of the ten employees, four employees are planning to leave the organization and join a rival organization. It is found out that these employees need a hike in their salary. However, due to the budget issues, it is not possible to provide a salary hike to all four of them. The report outlines a brief discussion on the case study on management of a team. The report answers few questions like how interpersonal skills can be used by the management for motivating the team. The report further describes about the two self-management techniques and a customer-relationship management strategy. It also contains two skills of critical thinking and two factors of computational thinking. Discussion Interpersonal Skills and Self-Management Techniques The skills that have the capability to interact and communicate perfectly with other people are known as interpersonal skills. These skills are extremely important for all individuals (Koprowska, 2014). There are several interpersonal skills. However, two skills that would be needed for the management of this case study are the integrity and communication. The description of these skills is as follows: Integrity: The management supervisor of a particular team is responsible for the trust and collaboration within the team (Cheruvelil et al., 2014). The four members of the team are planning to leave the organization. Integrity normally means the honesty and the ability to create a better relationship. It encourages collaboration and the information sharing is facilitated. The management should integrate the entire team. Integrity even provides enormous emotional intelligence. Communication: This is the most important skill required for the management of this team. The management should clearly communicate with those four members. Speaking to someone always clarifies the problem (Koprowska, 2014). The management can solve the problem by communicating with them. The self-management techniques help to keep a team together. The two self-management techniques that can keep this team together are the reality check and disclosure. Reality Check: This technique involves of getting out of the emotional reaction and of giving stress on problems. There are various forms of reality check like using logic, reframing and seeking other perspectives (Cheruvelil et al., 2014). These forms are utilized for worry, anger, grief and sadness. The team members are sad and to some extent angry with the management. Therefore, this would be helpful. Disclosure: When a person is upset on someone or is not happy with someone, the reason should be disclosed immediately (Solove, 2012). This self-management technique will keep all the team members together. Customer-Relationship Management Strategy Customer-Relationship Management is utilized by organizations to maintain their relationship with the customers. This is done by satisfying the customers and fulfilling their demands completely (Wang Feng, 2012). There are various strategies that are used in customer-relationship management. Customer-Relationship management will also be helpful for this particular case study. It should be kept in mind that the lack of motivation in team members should not affect the overall business and the customers (Kumar Reinartz, 2012). Few steps are to be followed before any customer-relation management. The steps for the customer-relationship management for this organization are as follows: a) Setting of Destination: This is the first and the foremost step of CRM. The destination should be clear for the business. b) Prioritize Customers: No matter what happens with the business, the priority should always be the customers (Nguyen Mutum, 2012). The lack of motivation within the employees should not affect the customers. c) Communicate with Employees: There should not be any kind of communication gap between the organization and the customers. d) Change is everything: There should be a constant up gradation in the methodologies of the business. e) Evaluate and Improve: The management of the organization should evaluate and find out the loopholes in their strategy (Wang Feng, 2012). The major loophole for this organization is the lack of motivation in the business. They should focus and improve their strategies. The above-mentioned plan would be helpful and useful for the organization to maintain and improve their customer relationship management. Computational Thinking The process of thinking for formulation of any problem and expression of the solutions in a specific manner that any machine or human being can carry out the problem and solution easily is known as computational thinking (Brennan Resnick, 2012). There are several factors of computational thinking for solving management problems. The four members of the team are planning to leave the organization for the excess working hours and no hike in the salary (Robbins Judge, 2012). The management wants them to stay by applying several strategies. The two factors of computational thinking that should be applied to solve the problem of the leaving of the employees are as follows: a) Logical Reasoning: This is the procedure of utilizing the different steps of methodology, which are done on the basis of mathematical processes and several statements for drawing a conclusion (Aho, 2012). This logical reasoning would help the management to understand the problem of the employees and might be able to stop them from leaving the organization. b) Decomposition: The word decomposition literally means to break down into several parts. The problem should be broken down into smaller parts for better management. This breaking down of the problem would solve the problem easily and smoothly (Brennan Resnick, 2012). The management should break the team into smaller parts so that every smaller part should have a managing body to communicate with them. Critical Thinking The analysis and assessment of a particular problem to make a judgment on that problem is known as critical thinking. This is done to understand the problem completely and finally come out with a judgment (McPeck, 2016). There are several skills that are required for critical thinking. The two skills required for this particular case study are as follows: a) Interpretation: This particular skill helps to get into conclusions on the basis of the information provided (Jackson, 2015). The management of the team should focus on the information that is already provided. Here the information available is that four members are planning to move to a rival organization and they need either shorter working hours or a hike in salary. b) Problem Solving: This is the second most important skill required for critical thinking in this organization (Jackson, 2015). Any problem can be easily solved with the problem solving skill of critical thinking. They should solve the problem with the skill of problem solving. The two ways to motivate the unhappy team members in the organization are as follows: a) Breaking into Groups: Since the issue is the long working hours. The team can be broken into smaller groups so that everyone does not have to work for long works (Robbins Judge, 2012). Rather here should be a flexible working schedule for all the employees. This will help the organization in attending the clients 24*7 and the employees would also be happy. b) Empower Them: Since the company is unable to provide them extra money, they should empower the employees (Shin et al., 2012). This will make them feel important and they will work more for the organization. The above-mentioned two ways would be helpful for the organization for stopping the employees from leaving the team. Conclusion Therefore, from the above discussion it can be concluded that, an IT company has a team of ten members, who work for extremely long hours. Clients who give the projects to this team are from worldwide and this is the reason the employees have to work and make calls even at 2am. This is creating a tremendous reverse motivation for the team as they are becoming tired. The management supervisor of the team has found out that out of the ten employees, four employees are planning to leave the organization and join a rival organization. However, they are unable to increase the salary due to budget issues. The above report provides a brief description on the self-management techniques and interpersonal skills. The report also helps to understand a customer-relationship management plan for the team. The report further gives a detailed description on the two factors of computational factors and two skill of critical thinking for the problem of the team members. It also provides two ways for m otivating the unhappy team members. References Aho, A. V. (2012). Computation and computational thinking.The Computer Journal,55(7), 832-835. Brennan, K., Resnick, M. (2012, April). New frameworks for studying and assessing the development of computational thinking. InProceedings of the 2012 annual meeting of the American Educational Research Association, Vancouver, Canada(pp. 1-25). Cheruvelil, K. S., Soranno, P. A., Weathers, K. C., Hanson, P. C., Goring, S. J., Filstrup, C. T., Read, E. K. (2014). Creating and maintaining high?performing collaborative research teams: the importance of diversity and interpersonal skills.Frontiers in Ecology and the Environment,12(1), 31-38. Jackson, S. L. (2015).Research methods and statistics: A critical thinking approach. Cengage Learning. Koprowska, J. (2014).Communication and interpersonal skills in social work. Learning Matters. Kumar, V., Reinartz, W. (2012).Customer relationship management: Concept, strategy, and tools. Springer Science Business Media. McPeck, J. E. (2016).Critical thinking and education. Routledge. Nguyen, B., Mutum, D. S. (2012). A review of customer relationship management: successes, advances, pitfalls and futures.Business Process Management Journal,18(3), 400-419. Robbins, S. P., Judge, T. (2012). Essentials of organizational behavior. Shin, S. J., Kim, T. Y., Lee, J. Y., Bian, L. (2012). Cognitive team diversity and individual team member creativity: A cross-level interaction.Academy of Management Journal,55(1), 197-212. Solove, D. J. (2012). Privacy self-management and the consent dilemma. Wang, Y., Feng, H. (2012). Customer relationship management capabilities: Measurement, antecedents and consequences.Management Decision,50(1), 115-129.

Race and Ethinicity free essay sample

What do the terms race and ethnicity mean to you? To me race is the characterized word used from the color of skin, but needless to say that is not what means is. Race true definition is divided between species. The Haman Race and Animal Race. I always see myself correcting people when they scream out racism to a color of skin and trying to explain to them that racism is the hatred between the human or animal. I think a lot of people get the word race confused with prejudtice. Race first started out by breeding of different animals to make a human race in scientific eyes. Ethnicity to me is the background, the foundation or the structure you come from. Ethnicity falls in the categorize part of the color of skin. Basically on a job application, government documents or government tests ask you for your ethic background. Meaning if you are black you pick African American, if you are white you pick Caucasian. We will write a custom essay sample on Race and Ethinicity or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Ethnicity can also mean the different types of food you eat as well. Mexican, Asian, French, American are all different type of Ethic countries. This is just my opinion about the two but it very well mistaken because the uneducated people of different countries don’t want to really know the truth. In the United State society I think as I have stated above that they have race and ethnicity backwards. A lot of people think Race is a color and not a species and then Ethnicity they don’t even know the words exist. Some American’s need to be educated before they speak of words that they do not know the meaning of.

Learn How To Apply The Hymes Speaking Model To Writing A Sample Essay

Learn How To Apply The Hymes' Speaking Model To Writing A Sample EssayIf you would like to demonstrate how the Hymes' speaking model can be applied to writing a sample essay, consider this: what is it that draws people to different essays? What makes a good essay?Of course, one of the things that can be easily perceived as the central thing about different essays is the author's personality. But if you delve deeper into the workings of essay writing, you may find that a series of related factors may explain a person's preferences in this area. These include:The theme of an essay is itself usually taken as the factor that determines the writing style that will appeal to a reader. It also depends on the topic of the essay and the audience to whom it is directed.When you begin to analyze the way that essays are written, you may notice that the structure, which usually follows a particular sequence, has very little influence on the style. Readers do not make judgments in the structure. I n contrast, they do make judgments in the style of their writing, because they realize that the whole is greater than the sum of its parts.If you are able to grasp the concepts and format of the Hymes' speaking model, you may be in a position to apply it to writing a sample essay in a much more reliable way. This approach allows you to explore the various elements of the essay in the most meaningful way.With the background in your mind, try to come up with a theme for your essay. In this respect, you may want to consider: 'What type of career would I want to pursue?' The basic components of this theme may include:Consider this: writing for an audience that is primarily composed of friends and relatives is a lot different from writing for a broader audience composed of friends and relatives. That is because the first group, the friends and relatives, has an emotional bond with the writer, while the second group, the readers, is more interested in the content of the piece, and appreci ates the writer's ability to impart knowledge and skill.When you are willing to put yourself in the shoes of the reader, you may be able to better understand the basic needs of this group. The essay must then take into account these needs and fulfill them. So, you can see how learning the Hymes' speaking model may benefit you as a writer.

20 Research Essay Topics on Apache Native Americans

20 Research Essay Topics on Apache Native Americans If you need to write a research essay on Apache Native Americans, consider the 20 excellent topics below. These are meant as a guide and can give you a great starting point from which to find a topic that is interesting to you personally and conforms with your writing assignment guidelines: Federal Laws during the 1800’s That Influenced the Forced Removal of Many Apache Tribes How the Customs of the Plains Apache Tribes in Oklahoma Differ from the Apache Native American Tribes in New Mexico and Arizona Why the Tribes in Oklahoma Live on Trust Land in Lieu of a Reservation How Living under the Apache Native American Laws and the U.S. Laws Can Present Legal Dilemmas How Westward Expansion in the United States Impacted the Local Population of Apache Native Americans Chores of Apache Native American Children Would Complete Traditional Cradleboard Design Compared to Other Tribes Factors That Have Influenced the Development of the Apache Native American Language The Difference between the Tribal Council and the U.S. Congress The Hunt of Apache Native Americans: Tools and Weapons The Key Trading Partners of Apache Native Americans Arts and Crafts of the Apache The Main Apache Native American Legends in Comparison with Other Tribes Gender Roles in the Apache Native American Tribes The Apache Native American Homes Comparing to Other Tribes Changes in Apache Native American Clothing over the Decades Transportation Methods of the Apache Native American tribes The Difference of Food in the Apache and Other Native American Tribes Cultural Changes between the Five Tribes in Arizona Cultural Changes between the Five Tribes in New Mexico Aren’t those topics great? You can also find amazing facts on Apache Native Americans and a writing guide on a research essay. These will greatly boost your productivity. And below you will find an example essay on Native American Policies and Westward Expansion to help give you a better idea of what an essay on such topics might look like. Native American Policies and Westward Expansion Sample Essay Westward expansion in the United States toward the Great Plains, and federal Native American policies significantly impacted the local population of Apache Native Americans and further worsened the relationship between settlers and local Native Americans. Settlers impacted the local buffalo population which threated to decimate the local Apache population. As settlers moved, Native Americans were forced into reservations and off their native lands. The railroad construction only served to exacerbate this. At the end of the Civil War, there were an increasing number of settlers moving toward the western part of the United States. Farmers, miners, and ranchers all moved across the Great Plains in spite of resistance from local Native Americans who currently resided in these regions. The soil, climate, railroads, and land laws like that of the Homestead Act were all significant factors that encouraged settlers to move toward the Plains areas. The large westward expansion was responsible for the culmination in the slaughter of significant numbers of wild buffaloes which had previously roamed freely in the area and sustained the local Native American populations. As the number of buffaloes decreased, the Native American way of life was significantly threatened. There arose an increasing number of conflicts in the area once the Federal government decided to relocate Native Americans from the traditional homeland toward reservations. The conflict was not a new concept, but what was new was the construction of the transcontinental railroad which functioned as a significant catalyst for the conflicts emerging at the end of the Civil War. Americans previous to this were only able to move to the lands west with horseback or covered wagon. But the railroads allowed for thousands to migrate at a faster rate, in better comfort, and for far less money. The number of settlers increased and the conflicts with native tribes became more often which caused forced movement by the American settlers of the Native Americans, and led to increased legal ramifications that resulted in the creation of reservations. New massacres took place at Sand Creek and at Wounded Knee, both of which were based on fights between native populations to keep their ancestral lands, and American settlers claiming the lands for their ranches, homesteads, and farms. The United States Army brought with them technology such as rifles which the Native Americans could not counter. Additionally, the troops had better supplies as a result of the railroad and could sustain fighting for longer periods of time. Eventually the population of the Apache Native Americans diminished rapidly with the continual swell of immigration. Diseases brought by Europeans and the famine resulting from the disappearance of buffalo both contributed to their demise. References: Amott, Teresa L., and Julie A. Matthaei.  Race, gender, and work: A multi-cultural economic history of women in the United States. South End Press, 1996. Basso, Keith H.  Portraits ofthe Whiteman: Linguistic play and cultural symbols among the western Apache. Cambridge University Press, 1979. Nabokov, Peter.  Native American testimony: a chronicle of Indian-white relations from prophecy to the present, 1492-2000. Penguin Group USA, 1999. Nagel, Joane.  American Indian ethnic renewal: Red power and the resurgence of identity and culture. Oxford University Press, USA, 1997. Opler, Morris Edward.  An Apache life-way: The economic, social, and religious institutions of the Chiricahua Indians. U of Nebraska Press, 1941. Opler, Edward Morris.  Myths and tales of the Jicarilla Apache Indians. Courier Corporation, 2012. Tiller, Veronica E. Velarde.  The Jicarilla Apache Tribe: A History, 1846-1970. Univ of Nebraska Pr, 1983.

Discuss politics and power in the workplace. What is an example of an Term Paper

Discuss politics and power in the workplace. What is an example of an appropriate use of power What is an example of an inappropriate use of power, and why - Term Paper Example The concept of power stems from the concept of hierarchy in an organization and therefore power has to be exerted to get work done. Hence power backed with politics is an essential force to create change in an organization which leads to innovation. Power and politics can be used in both positive and negative ways. A balanced use of power in appropriate ways to regulate and monitor employees with strong leadership qualities can bring both satisfaction at the workplace and huge rewards for the organization. In contrast forceful manipulation and abuse of power to dominate others is extremely harmful for both the workers and the organization. Since power is always a bone of contention in the workplace, its proper usage can be tricky. Appropriate use of power should result in the form of happy, contended employees, a peaceful workplace and efficient performance. But by no means should the authority stop from exerting necessary power to prevent offending the employees. An appropriate use of power will be rewarding employees on their performance. This power can easily result in the reinforcement of the positive activities of the worker. These rewards do not necessarily have to be tangible but they can be small intangible praises which can be very meaningful for the employee and will boost his morale. (7 types of power in the workplace)Efficient use of power is also creating the right balance between being an ignorant leader and being a control freak. The employees should not be able to take advantage of the boss lenience but simultaneously should not be fed up of his micromanagement and criticism. The right ways to use powe r is dependent upon the organization and the workers but they all result in better performance, effective leadership and satisfied employees. When exerting power, it is very easy to cross the line and abuse it because with power comes the tendency to overuse it. In appropriate use of power will

Marketing Management. Experimentation and change Assignment

Marketing Management. Experimentation and change - Assignment Example This has given rise to another important trend in marketing: marketing metrics. Measuring the contribution of marketing to the overall firm performance has become a crucial part of the marketing management function. The critical question for marketing management is how the marketing function should be designed in order to provide the greatest value for organization. At the heart of this issue is the idea that the marketing function's key contribution is to serve as a link between the customer and various processes within the firm. As suggested by Moorman and Rust (1999) the marketing function should play a role in connecting the customer with 1) the product 2) service delivery and 3) financial accountability. Of those three connections the traditional role of marketing has been to link the customer with the product. The customer-product connection pertains to linking the customer to the focal offering provided by the firm. Marketing's emphasis in this linkage is on providing knowledge and skills that connect the customer to product design or quality issues. This emphasis underlies many contemporary methodologies for new product development and for managing the customer-product interface. The customer-service delivery connection involves the design and delivery of ancillary actions involved in providing a firm's goods and services to the customer. The focus of this connection is generally the frontline employee who facilitates pre or post-purchase aspects of the process. A marketing approach to this linkage is predominantly external in orientation. The focus in on ensuring that customers are satisfied with the delivery of services offered by firm, measuring customer satisfaction with services, and changing internal processes that stands to have the greatest impact on the customer. The customer-financial accountability connection refers to efforts focused on linking customers to financial outcomes. The marketing function in many firms does not manage this linkage, and the inevitable result is that financial accountability is perceived largely in terms of costs. The actual expectative is to understand the link between marketing and financial performance of firms. 3. How to measure the contribution of marketing The need for ex post evaluation of marketing programmes and activities is set by Kotler (2003) as a crucial part of the process of analysis, planning, implementation and control. This evaluation is made by means of different marketing metrics that are used to assess past performance and influence on firm effectiveness, as well as to design future strategy improvements. Marketing has a chain of effects in firm performance as suggested by Rust et al. (2004). Marketing strategies lead to marketing actions taken by the firm such as advertising campaigns, service improvement efforts, branding initiatives, loyalty programs. Then the tactical actions influence customer satisfaction, attitude toward the brand and loyalty. At the firm level, these customer measures can be into