Marketing Process and Planning at Sainsbury's

This report explores the marketing process and planning at Sainsbury's, including the definition of marketing, the role of marketing function, and how it interacts with other departments. It also covers the extended marketing mix of Sainsbury's and how it contributes to the success of the organization. The report further discusses the strategic marketing plan, clear and SMART marketing objectives, marketing research, situational analysis, competitor analysis, and more. Expert recommendations and rationale for selected and integrated multi-media activities are also provided.

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Marketing process and
planning
Contents

PART 1............................................................................................................................................3
INTRODUCTION...........................................................................................................................3
TASK...............................................................................................................................................3
Definition of marketing...............................................................................................................3
Description of the role of marketing function.............................................................................4
Marketing function works and interacts with other departments................................................4
Extended marketing mix of Sainsbury........................................................................................5
An evaluation of how the marketing mix contributes to the success of the organisation in
meeting their overall business objectives....................................................................................9
Recommendations........................................................................................................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11
PART-2..........................................................................................................................................12
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives...................................................................................................................................12
Clear and SMART marketing objectives...................................................................................12
Marketing research to support the new product line launch......................................................12
A situational analysis.....................................................................................................................13
Marketing audit..........................................................................................................................13
Competitor analysis...................................................................................................................15
Sub - segments...........................................................................................................................16
New product value - proposition...............................................................................................16
Development of the marketing strategies applied to the extended marketing mix....................17
Marketing budget.......................................................................................................................17
Tactical actions..............................................................................................................................18
Identifying appropriate control and monitoring measures.........................................................18
Media budget.................................................................................................................................18
Recommendations and rationale for selected and integrated multi-media activities.................18
Appropriate digital, offline and social media channels for communication..............................19
Multi-media plan based on quantitative and qualitative criteria...............................................19
REFERENCES..............................................................................................................................20

PART 1
INTRODUCTION
Marketing is known as the practice which is utilised by the company for the aim of promotion of
to goods or the services of the company in the market area. Marketing several practices as well
as activities are involved various selling, delivering the goods, advertising many more to the
customer as well as to the other business organizations. The techniques of the marketing is
implemented by the company in order to target the potential consumer base in order to make
them buy the goods as well as services of the company. In addition to it planning of marketing is
known to be the method of defining and organising the Techniques of marketing of the company
as well as making several techniques and strategies in order to accomplish the goals as well as
objectives in the efficient as well as effective way (Arifin, Melia, and Fushen, 2022). The
following report is based on the organization Sainsbury which was founded in the United
Kingdom having several stores around the world. In addition to it the organization deals in the
several retail products. The following report is divided into 2 parts in the first part idea as well as
concept of marketing its functions as well as its interrelation among the several divisions of the
organization. In next part linking of plan of marketing with the am strategy as well as objective
of the organization as well as media budget is also described in the following report.
TASK
Definition of marketing
Marketing is considered as the activity that is undertaken by the commercial businesses
in order to promote the services as well as products of the organization which will lead to attract
more consumer ways towards the organization by top quality content. The main aim of
marketing is to provide standard value of the product or brand to the consumers which can help
the organization in order to strengthen the brand loyalty by representing the value of the product
as it can assist them in increasing their sales as well.
Marketing is the practices or the method of making, interacting and exchanging the
products and services which have different value for the consumers of the business, partners as
well as community at large. In addition to this it is also refers to the collection of several actions
which are included in the flow of goods as well as services of the company to their own
consumer base (Bhargava, 2022). Management of Sainsbury utilizes several practices of

marketing in order to promote their goods which will assist them in attracting more consumer
base which will lead to increasing the sales revenue of the company.
Description of the role of marketing function
Marketing is the wider term which is utilised by the management of Sainsbury in order
to accomplish more and more sales which will lead to higher profitability of the organization by
influencing the consumers towards the goods as well as services of the company. In addition to it
marketing is the method of executing as well as planning, implementation of the idea, promotion
of the offering of the company in order to satisfy the needs of the consumers as well as aims and
objectives of the company (Haqberdievich, and Malla, 2022). Few of the functions of the
department of marketing as well as its role in the success of the business is described below in
brief.
Identifying needs of customers: Marketing was the very crucial part in understanding
the requirements as well as demands of the consumers which assist the commercial businesses in
order to manufacture the offering in accordance to that only. Marketing team of the respective
organization Sainsbury collect all the needed data and information regarding their consumer base
which supports them to influence the consumers by providing the products and services which
they require.
Setting prices: Placing suitable rates of the services and product is one of the most
essential function of the marketing. Marketing department of the respective organization
Sainsbury take several decisions regarding the prices of the product after conducting the indepth
research as because of the sales and profitability of the business basically rely on the appropriate
pricing of the goods.
Conduct marketing research: Main role of the marketing department is to Do in depth
research of market and collect the data as well as information about their target and potential
consumer base. This assist the organization in order to make merchandise in accordance to the
need of their consumer which will assess the organization and attaining more success as well as
growth in the market area (Morais, 2022).
Marketing function works and interacts with other departments
Marketing is the division which includes several functions and operations of the business
in order to increase the sales of the organization. Essential functions of the marketing division
are interrelated among each other which provide assistance to the organization in order to

accomplish their long term objectives and goals in the effective as well as efficient way.
Interrelation among several divisions of the company and division of marketing described below
in brief.
Marketing and finance: Integration among the finance division with the marketing assist
the business in order to accomplish the long terms aims as well as goals in the effective as well
as efficient way. Department of Finance makes budget for all the divisions of the organization
which enables them to function the operation in the effective and efficient way. So marketing
department requires capital in order to perform the operations of the marketing as well as
conducting the Marketing programs.
Marketing and production: Marketing department of the respective organization
Sainsbury interlinked with department of the production because it offers essential data as well
as information which is related to the requirements as well as demands of their consumer base
and it will also states about the trains of the market which assist the department of production in
order to produce the goods in accordance to that which will assist in satisfying those needs of
their consumer base (Paiola, and et.al., 2022).
Extended marketing mix of Sainsbury
Respective organization Sainsbury is one of the leading retailing organization around the
globe. In context to the Sainsbury its marketing mix is described below in brief.
Marketing Mix Tesco Sainsbury
Product Tesco provides several range
of the goods which includes
electronics, clothing, home
products and many other
goods. The company offer
these goods in their own brand
name which assist them in
order to tap to the new as well
as potential consumer ways
and also satisfy their
requirement by offering top
Sainsbury offers broad variety
of the goods to their
consumers which are ready to
eat food items as well as
bakery items, product of home
furnishing as well as kitchen
products and also basic
services of finance. The
company also concentrate on
providing quality goods as
well as services to their

quality services as well as
goods (Rochmana, and et.al.,
2022).
consumers and also innovation
and their operation which
improves the effectiveness and
efficiency of the company.
Price Prices are known as the
monetary worth of the goods
or services which are offered
by the company on which
consumers are ready to
purchase. Management of
Tesco is utilizing the cost
leadership strategy of pricing
which assist them too manage
the low rates of their offering
without compromising little bit
of product quality.
Additionally pricing strategy
assist the organization to
minimises the rates of the
product which attracts several
number of potential consumer
base
Pricing strategy of the
respective organization
Sainsbury depends on the
worth or value of the money
which supports the company in
order to retain their consumer
for the long period of time.
Company also utilizes
competitive pricing strategy
units operation rather than of
price cutting norms.
Additionally company also
offer kids as well as basic
goods at very low cost with
providing top quality which
gives value for the invested
money.
Place Management of Tesco offered
their goods as well as services
by several modes which are
online offline. Additionally the
company have almost 7000
offline outlets across the globe.
On the other hand
management of Sainsbury has
more than 500 outlets as well
as 700 stores which offer
consistent facilities to their
consumer base. Additionally
the company also offers online

buying option as well as home
delivery to their consumer
base.
Promotion Management of Tesco utilizes
newspaper advertising,
television media as well as
social media platforms in order
to promote their brand to
attract more and more
consumer based towards it.
The company also invest more
on traditional way of
advertising which is the
organization to enhance the
sales revenue for the long
period of time.
Management of Sainsbury
utilizes several different
strategies in order to drag the
attention of their consumer
base towards the company.
One of the ways that company
uses television media line as
well as radio and several
digital marketing methods in
its operation in order to
increase their sales for the long
period of time (Ruzo-
Sanmartín, and et.al., 2022).
Process Process is termed as the
section of activities that are
presented to a complex
identify target and goals. The
respective management
developed affected term of
procedure to achieve certain
project such as processing
consumer order. Sainsbury
execute self - services
equipment’s to make the
payments.
Sainsbury started online
shopping from the consumer
that is very easy and offers
click and contact services to
consumer. As there are several
variation in pricing and as well
as delivery procedure that are
presented and it will increase
the managerial consumer base.
Physical evidence Physical evidence involve The respective management

tangible and as well as non-
tangible sections or
management life furniture
management cards menu,
machinery and so on full
strawberry respective
management have and
effective logo that represent it
above from their challengers.
It's about consumer to a certain
managerial goods. As there are
several online web pages that
also create by management
which are easy to functions.
have an effective outlet
designs and layout stores that
support management to
address consumer requirement
in as well as necessity.
Management offers quality of
trolley in as well as light
weight of basket that offers
efficiency in shopping
experience to consumer base
(Stentoft, and et.al., 2022).
People Sainsbury have approximately
5 like individual who plays
essential role in a compression
managerial identified target
and objective. Respective
management finance effective
term of monetary section in
offering training in as well as
other advancement
opportunities to the workers.
The respective management of
a rewards to workers that
increase them to retain with
company.
Respective management have
experienced advisors and
professional workers who
present functions effectively to
accomplish managerial target.
Management offers training to
workers by which they can
present managerial function in
suitable way.

An evaluation of how the marketing mix contributes to the success of the organisation in meeting
their overall business objectives
Marketing mix is termed as a structure that involved error marketing action and as well as
functions that allow management to serve consumer as per to their requirements. Respective
management offers terms of goods to consumer that support them to cover effective market share
and influence amount of consumer towards their brand. As a respective management adapt cost
leadership pricing strategy by that management offers qualitative goods to consumer at
reasonable cost that increase managerial consumer base (Vuillermin, and Huck-Sandhu, 2022).
Management of their goods buy online as well as online platform that allow management to
reach larger base of consumer. By utilising offline and as well as other online media like social
media platform management and spread awareness in terms of managerial…
Recommendations
 It has been recommended to Sainsbury to create longer term marketing plan with having
affective and distinct targets and as well as other communicate structure with hierarchical
form of management. As the management perform functions to execute marketing target
in suitable way.
 Sainsbury should experiment, evaluate in decibel is measured several marketing
framework or complex managerial target in suitable way. Management should increase
their investment in social media platform due to which it enhance managerial
communication with consumer.
 It has been recommended to Sainsbury to develop fundamental marketing metrics that
offers direction to workers and lead their hard work in effective direction. It is advised to
management to focus on return on investment of marketing campaign that support
management to enhance goodwill and determine in certain market place (Warner, Diaz,
and Dukes, 2022).
 Sainsbury should develop cross division work flow that support management in as
marketing function. In the procedure of presenting marketing function it is significant to
maintain all requirement choices of consumer in mind-set that support to offer them
effective experience with management and retain it for long period.

CONCLUSION
From the above mentioned report it has been concluded that the marketing is significant
section that support management to influence consumer common determine their requirement in
as well as offered them goods as per to the manner to retain them with management for longer
period of time. Marketing support management to complete global manage target in suitable way
by communicating goods data to consumer that influence them towards brand. Marketing is the
procedure of getting experience and bringing consumer efforts in managerial goods for
developing higher consumer base and effective market share.

REFERENCES
Books and Journals
Arifin, Y., Melia, J.F. and Fushen, F., 2022. DESIGN OF MARKETING PLAN FOR DENTAL
HOSPITALS IN THE DIGITAL ERA. Indonesian Journal of Health Administration
(Jurnal Administrasi Kesehatan Indonesia), 10(1).
Bhargava, S.K., 2022. Sustainable Development of Cultural-Heritage Tourism Planning with
Issues and Challenges. Social Science Journal for Advanced Research, 2(3), pp.1-5.
Haqberdievich, D.X. and Malla, P.B., 2022. Development of Agrologistics Based on the
Principles of Marketing Logistics. Middle European Scientific Bulletin, 25, pp.3-8.
Morais, R.J., 2022. Toward a Pedagogy for Consumer Anthropology: Method, Theory,
Marketing. Teaching Anthropology, 11(2), pp.37-47.
Paiola, M., and et.al., 2022. The process of business model innovation driven by IoT: Exploring
the case of incumbent SMEs. Industrial Marketing Management, 103, pp.30-46.
Rochmana, S.D., and et.al., 2022. Virtual ethnography of electronic word of mouth as a
marketing enhancement. ETNOSIA: Jurnal Etnografi Indonesia, pp.51-66.
Ruzo-Sanmartín, E., and et.al., 2022. The impact of the relationship commitment and customer
integration on supply chain performance. Journal of Business & Industrial Marketing,
(ahead-of-print).
Stentoft, J., and et.al., 2022, April. The relationship between behaviour, process efficiency, and
performance in sales and operations planning. In Supply Chain Forum: An International
Journal (Vol. 23, No. 2, pp. 146-157). Taylor & Francis.
Vuillermin, F. and Huck-Sandhu, S., 2022. Strategic Planning in Dynamic Environments: How
Design Thinking Can Complement Corporate Communication. Journal of Design
Thinking.
Warner, L.A., Diaz, J.M. and Dukes, M.D., 2022. Selecting High-Impact Landscape Irrigation
Conservation Behaviors: Formative Research to Inform Behavior-Change
Efforts. Social Marketing Quarterly, 28(1), pp.28-43.

PART-2
Strategic marketing plan links with the overall organizational mission, corporate strategy and
objectives
Organizational mission - The mission of Sainsbury is to be the leading champion for the
consumer. The fundamental target of the management is to serve effectively better every day.
The mission statement or respective management is to maintain their target answer it to their
loyal base of consumer.
Corporate strategy - Sainsbury's corporate strategies to extending management of business into
the allocation of execution of new outlet retail facilities in as well as adapt the requirement of the
consumer (Azimovna, Ilkhomovna, and Shokhrukhovich, 2022). The fundamental target of the
respective management maintain managerial framework to serve not just to consumer but to
United Kingdom who are around the global world.
Objectives - That target order respective management is to offer groceries, electronics and as
well as clothing products and as well as services to consumer buy online platform. As the
fundamental aim of the management is to become leading details supermarket by offering the
qualitative goods and as well as facilities to their consumer.
Strategic marketing plan is created by respective management that cover effective target,
objective, major internal and as well external managerial factor of executing of planning and as
well as measuring the progress. The respective management create management marketing
strategic plan as per to the business plan the suitable implementation of planning that support
management to a complex identified mission and as well as target on effective time with
effectiveness and efficiency (Budiarty, and et.al., 2022).
Clear and SMART marketing objectives
 To improve managerial sales by 30%.
 To increase managerial turnover by 20%.
 To extend product portfolio to influence larger base of consumer value.
Marketing research to support the new product line launch
The respective management of science buddy launches organic vegetable combo in
stylish packaging infective term of basket that influenced by the amount of consumer towards
management. Such Organic vegetable are rich in effective criteria and have standards for

consumer. Respective management conduct effective term of marketing research before framing
any decision to promoting new food product line. The effective management collect quantitative
and as well as quality source of data in terms of consumer requirements and as well as preference
that allow business of management to take higher market share and as well as consumer base.
A situational analysis
Marketing audit
SWOT analysis -
Strengths Weaknesses
 Respective management is a biggest
grocery outlet in the United Kingdom
that have an effective contact of dealing
with suppliers that support management
to achieve the target of profitability
(Chan, Kwok, and Wong, 2022).
 Respective management include higher
term of market share of the United
Kingdom and it have presence in 15
Nations that make it more stronger and
effective brand.
 Weak functional performance in
particular outlets is the certain term of
weakness or respective management.
By having week presentation
management gain lower term of
profitability.
 Profitability level of the respective
management is get affected by having
high credit card debts. Management
adapt low cost technique that decrease
managerial profitability as effectively.
Opportunities Threats
 Online platform of shopping and home
delivery options are the alternative that
offers via term of opportunity to
management by increasing sales.
 Respective management partnering
with another effective management
with a target of a completing the
development and as well as
advancement. It's upon management to
 National economic term of crisis
government regulations and as well as
pandemic situation will have an impact
and directly developed issue for
managerial function.
 Competition is an effective threat that is
faced by respective management.
Challenger such as Tesco, Aldi and so
on will have an impact on managerial

maintain effective dealing of goods and
as well as facilities.
presentation in as well as their
operations.
PESTLE analysis -
 Political factors – Sainsbury functions their functions at worldwide level by which global
political factor get affects the managerial functions and as well as presentation. Such
components involve stability of nation act and as well as legislation that involves taxation
level. Management evaluate such component in the policies and as well as a plan of
actions.
 Economic factors - Economical factors of fundamental section or respective management
in which managerial cause demands profitability and as well as cost will rely on it
(Hayes, Holiday, and Park, 2022). Respective management been get aware in terms of
approaches and as well as rules that support management to present in suitable way.
 Social factors - Regular and constant variation in social laws cultural component as well
as customer behaviour will have an impact on managerial presentation and function. On
regular terms consumer and much aware in terms of health problem by a management
take managerial functions decision more effectively.
 Technological factors - Development in technology manager several opportunities for
respective management. Management maintain online shopping and as well as home
delivery option that support management to maintain market share and as well as
customer based. As with it management service points that increase consumer shopping
experience of a comparative benefits to the business of management.
 Legal factors - Government policies in as well as rules will have an impact on the
performance criteria of the respective management. Such laws and as well as rules are
constantly variing by which management align with managerial function that secure
management from legal science and as well as penalties.
 Environmental factors - In the present managerial situation address environmental
problem have an effective pressure on the management. Respective management
maintenance efforts toward decreasing carbon footprints on situation and decrease the
ways production that will lead it towards the success (Janičić, 2022).

5C analysis -
 Company - Business of management cover product line, culture target is Goodwill in the
field of market place. Fundamental target of it is to manage effective positioning of the
management in the field of market place by managing consumer desires and as well as
preference. Respective management are the leading supermarket series that offers
qualitative goods to the consumer that create effective impact of a brand goodwill in an
effective and efficient manner.
 Collaboration - Collaborators can be termed as the individual or management that
support respective company to accomplish identify target in a suitable way. The suppliers
of the distributors of respective management will allow it to reach effective goods to the
consumer at effective period of time (Morfoulaki, Myrovali, and Chatziathanasiou,
2022).
 Customers - Consumer plays essential role in the suitable development and as well as
success. It is essential for the respective management to determine consumer and meet
their desires and as well as demand for retaining them with the business of management
for longer period of the time.
 Competitors - Challengers are the business of management that offers same goods and as
well as facilities in the field of marketplace. The respective management evaluate
challenges actions in as well as plan of action that allow management to present in a
suitable way to gain competitive benefits. Competitors all the respective management are
Tesco, Aldi and so on.
 Climate – In the climate there are several external environmental component that are
engaged with the impact that are related to business function. It respective management
of the Sainsbury involve the cultural trends, social variation, technological component
and several another section in managerial strategy to function management in a suitable
term of direction.
Competitor analysis
Competitor analysis is linked with the section of identifying managerial competitors of
the marketing strategic share my strength, weakness pricing strategy and as well as culture that
relays to the consumer reviews (Nusantara, and Dellyana, 2022). It is a term of strategic
management that support the management to the valid current in as well as potential competitors

that offers both offensive and as well defensive strategy to determine opportunities and as well as
other issues. The respective management faces from the respective management of Tesco, Aldi
and another brans. To face heart arm of challenge, it is significant for the respective management
to create unit term of value preposition of differentiate of the brand from another challenges. By
valuate competitors strategy management can create their own term of plan of fashion that offers
competitive benefits to the business of management. As there are various sections that have
presented by the management in the procedure of evaluating the challengers like defining the
sector com identify the challenges identifying the consumer who are advantages for management
comma evaluate fundamental strength of challenges ranking the fundamental success component
by offering effective section then every challenger are the basis of fundamental factor
(Oktarianti, and et.al., 2022).
Sub - segments
STP model -
 Segmentation - Segmentation is termed as a separating the global market place into small
sections as per to the same aspect and another sections. The service sector management
segmented the marketplace on the basis of the geographical location demographical
location that covers category in terms of male and as well as female criteria, behaviour
section that involves positive attitude consumer and as well psychological aspect.
 Targeting - Targeting is termed as the manner of choosing suitable market section that
involved higher development section. It will targeted the section that are most likely to
produce effectives section of conversion. It will support the respective management to
offer related term of goods to consumer that increases their loyalty section towards the
brand. Management targeted health conscious consumer for the Organic vegetable
combination that is a new product line for them.
 Positioning - Positioning system as the manner of creating differentiated orientation of
images in the mind-set of the consumer. By offering qualitative goods and as well as
facilities at the reasonable cost respective management effective term of positioning in
certain period of the marketplace (Rouban, 2022).

New product value - proposition
A product value proportion is term as a statement that maintain product aspect and as
well as evaluate consumer issues and requirement. The procedure of value proposition are as
follows -
Consumer profile
 Job to be done - Respective management evaluate consumer requirement and choices to
create product. In addition to the goods consumer demand is very high by will
management required to understand it and offer effective goods.
 Gains - It is the positive buying aspect of consumer towards the brand.
 Pains - It is linked with the factor of the consumer experience that are critically annoying
for the consumer.
Value proposition
 Products and services - It focuses on goods and as well as facility that are offered by the
management.
 Gain creators - Home delivery and as well as online platform shopping are the
alternative that increase management value proposition in front of consumer (Senanu,
and Anning-Dorson, 2022).
 Pain reveller - Respective management offer their new Organic vegetable combo at
higher cause that will have an impact on value proposition of the management in an
adverse way.
Development of the marketing strategies applied to the extended marketing mix
As there are several marketing strategy that are followed by respective management in
marketing mix. Respective management follow cost leadership strategy that allow management
to offer goods to consumer at low cost. Management used effective term of activities to present
function in a suitable way.
Marketing budget
Particulars 1st year 2nd year 3rd year 4th year
Investment 10000 10000 6000 5000
Initial money 10000 5000 5000 5000

Total 20000 15000 11000 10000
Marketing
outlay
15000 1000 3000 5000
Sales
publicity
2000 2000 1000 1000
Direct selling 4000 3000 1000 1000
Promotion 4000 1000 5000 2000
Total 25000 7000 10000 9000
Tactical actions
Identifying appropriate control and monitoring measures
 Return on Marketing Investment (ROMI) - It is termed as a performance measurement
tool to identify the financial section to certain level of marketing aspect that are divided
by marketing investment. It is for respective management to predict the future cash flow
and enhance efficiency of marketing in developed the level of trust.
 Customer Lifetime Value (CLV) - It demonstrate future term of cash flow and the value
of management to the consumer the time of managing the relationship with the business
will stop it is essential section that support management to maintain affective decision in
terms of product development, sales consumer support (Tian, Zhang, and Mei, 2022). It
is utilised by the managerial marketing leader at the time of acquiring the consumer.
Media budget
A media budget
Marketing activities Expenses (In Euros)
Marketing research 2500
Owned media (Blogs) 2000
Video advertisement (You Tube) 1500
Social media marketing ( Facebook) 1000
Recruitment (Full-time) 1500

Recommendations and rationale for selected and integrated multi-media activities
 It has been recommended to respective management to execute video promotion to
advertise managerial goods and as well as facilities. YouTube is a platform that are
utilised by the management to influence consumer.
 Respective management should enhance their investment on social media marketing that
support management to make dealing with consumer and understand their requirements
and developed effective criteria.
Appropriate digital, offline and social media channels for communication
 Digital channels - It is termed as a platform in that managerial section advertise the
goods and as well as facilities by utilising internet. Respective management utilize
display marketing search engine in as well as email marketing sections (Van Hierden,
Dietrich, and Rundle-Thiele, 2022).
 Offline channels - It is the platform of communication in terms of television, promotion,
radio and as well as print media. It is an effective platform that support management to
involve effective market share.
Multi-media plan based on quantitative and qualitative criteria
Multimedia plan is termed as a marketing technique that allow management to advertise the run
by utilising further more term of media channel. Multimedia is linked with several marketing
sections like print media, television advertisement social media and another to reach higher level
of consumer. It support the management or compressed quantitative and as well as qualitative
source of data related with consumer that allow management to create goods as per to it.
Management create multimedia planning on the basis of quantitative and as well ask qualitative
source of data that can be gathered in the marketing research (Vlahna, 2022).

REFERENCES
Books and Journals
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