Life and Works of Gregory Crewdson Essay

Gregory Crewdson was born in Park Slope, a neighborhood of Brooklyn, New York. As a teenager, he was a member of a punk rock group called â€Å"The Speedies† that hit the New York scene and sold out shows all over town. Their hit song â€Å"Let Me Take Your Foto† is a signal of what Crewdson’s true calling would be later in life. The same song was used by Hewlett Packard to advertise its digital cameras. In 1985, Crewdson studied photography at SUNY Purchase, New York. He proceeded to get his Master of Fine Arts degree from Yale University and taught at Sarah Lawrence, Cooper Union, Vassar College and Yale University where he has been on the faculty since 1993. Crewdson is represented in New York at the Luhring Augustine Gallery and in London by the White Cube Gallery. His listings of selected exhibits of his works alone cover more than two pages. Crewdson also has three photography books entitled â€Å"Hover† published in 1995; â€Å"Twilight† published in 2003; and â€Å"Gregory Crewdson† published in 2005. The last was a collection of his works from 1983 to 2005. Today, Gregory Crewdson continues to work on his craft and he continues to teach because â€Å"teaching is ideal for an artist because he gets to learn what the next generation are doing, what they’re reading, what they’re listening to, and to talk about form and composition†¦. We end up talking about everything else -galleries, the market. Everything but the art itself. † There wasn’t a lot of material on Gregory Crewdson’s transition from being a member of the band to being a serious and celebrated contemporary photographer. However, in an interview conducted by Ana Finel Honigman for Kultureflash, the photographer-artist revealed that his photographic themes and influences came from varied sources such as his father’s work as a psychoanalyst to his fascination with films especially those made by Alfred Hitchcock. He also stated that he is influenced by Orson Welles and Cronenberg. Furthermore, Crewdson revealed during the interview that he is fascinated by all films irregardless of genre, but that his fascination seems to be more with the lighting and â€Å"ambience† of the theatre as a controlled environment and outlet for the film as a work of art. Looking at his works of photography, Crewdson have the same â€Å"cinematic† feel and a pervasive feeling of gloom or foreboding. Gregory Crewdson also mentioned that â€Å"You can never get away from your self as an artist or as a person. Invariably themes and issues always resurface and make themselves evident in some form or another†. In stating this, Crewdson have confirmed some of his audiences and reviewers’ comments that his photography seems to reflect portions or aspects of his life – which he actually denied in the interview despite the statement. He insists that he feels protective about his work while still in progress often showing it to only a handful of people but once an exhibit has been decided on this body of work, then he totally disengages or makes himself â€Å"unattached† from his photography. Looking at some of Gregory Crewdson’s work, you can find series of photographs with the same theme or even title that has continuity and differences in light and perspective. Like his work entitled â€Å"Brightview†, â€Å"Long Clumps of Beetles†, â€Å"Maple St. †, â€Å"Man in Woods† and many others. His work â€Å"Brightview† has a woman whose back is turned to the audience but she seems to be holding a light towards the road. This is a two series photograph and has two light perspectives to it. The same goes for â€Å"Long Clumps of Beetles† and â€Å"Maple St. . With â€Å"Man in Woods†, I saw four photographs of the same title but again, it has the same subject but photographed in different lighting staged for the effect and perspective or angle. Gregory Crewdson has retained the â€Å"cinematic† feel of his photography from his first published work in 1995 through 2005. He makes use of elaborate and â€Å"pre-fixed† sets that reminds his audience of Hollywood type productions – only instead of film, the image and moment is captured in still photographs. In another interview with The Guardian, he said that all his photographs were shot during twilight; he revealed that â€Å"My photographs are about the moment of transition between before and after†¦ Twilight is evocative of that. There’s something magical about the condition. † The effect of his twilight shots amidst the backdrop of a set that blends in the dark hues of the night with semblances of dark purple, and dark blue, the effect is almost eerie and oftentimes, surreal. The emotion is always embedded with tension and the message one gets from looking or trying to make sense of his photographed images is one of an unfinished moment. It is the same feeling you get when you are watching a cliffhanger movie and then suddenly the movie stops a few seconds before the resolution of the conflict or tension. Gregory Crewdson’s photographed images also leaves a lot to the audience’ own personal imagination and interpretation. He iterated that he purposely leaves his images â€Å"unresolved† because these are moments that he sees and remembered from days past. These are â€Å"captured memories† that was kept hidden in his memories somewhere but that he could only remember flashes and specific instances – but not the entire picture, hence, the â€Å"unresolved† feeling of these images. The artist-photographer wants to keep it that way. In his photograph series entitled â€Å"Maple St. †, there is a car in the photograph that always seems to be in the middle of the street with a door wide open and lights are emanating from both within the cab and floodlights from the electric posts. In â€Å"Maple St. 1†, the car seems to be semi-parked in the road curving to the right. There seems to be a figure in the car and one of the doors is wide open. The tires on the back seems to be flat, and as always, darkness is creeping in and the glow of the light coming from the electric posts gives a creepy, foreboding feeling. There is a house nearby but there is no road ahead – the image looks likes a dead end street and huge trees dwarfs the car. It is actually remindful of scenes from serial killer movies when somebody is about to be killed – the â€Å"just before† moment. The tension is pervasive and the mood, â€Å"hanging†. The same tension appears in the 2nd installment of the â€Å"Maple St. series† of photographs. The angle and perspective is more from the right angle and the glow or flood of lights seems to be coming from above – like in Steven Spielberg’s movie, â€Å"The Close Encounter of the Third Kind† when the alien spacecraft was hovering about and lights flooded the side of the house. The same light effects were used and the feeling is surreal and anticipating of what is about to happen – again, the â€Å"just before† moment is captured in the image. Another photograph series that can be compared to the â€Å"Maple St. † series is that of â€Å"Man in the Woods† series. I saw series numbers 1, 2, 3, and 4. The 1st photograph of the series comprise of what appears to be the middle of the forest with a round white light emanating from the upper half of the woods glowing like a bright moon and its bright rays covering the entire image through the tall tress and foliage. There is a structure on the right side of the picture that appears to be aluminum or piece of reflective metal and it reflects back light from it. A figure is perched on the third step of a ladder facing the square aluminum or piece of metal. The figure is situated at the right hand corner of the picture. There is also one tall fallen tree that cuts across the image. Meanwhile, the 2nd of the series shows a different angle of the figure – still perched in the 3rd step of the ladder, but now the perspective is from the left side or middle left of the image, the square piece of aluminum or metal is still there. What is absent here is the moon like glow from the bright light in picture #1. The fallen tree is also present and the angle of the entire image is a bit further away from picture #1. There is a fog-like atmosphere in the entire image. The 3rd installment photograph has a perspective further away from the bright lights and the whole scene. Nowhere can you see the figure anymore or the square aluminum or the ladder. Not even the broken tree is present. It appears to be taken much further away from the 1st and 2nd images but it seems to be approaching these images. The 4th image consists of a car with its headlights on (bright) and the it illuminates what lies ahead of the car – which are mostly abandoned boxes surrounding a dug portion of the earth in the middle of the woods. The wood clearing which was illuminated (somewhat) by the headlights appear to an area that has been dug – it resembles a would be grave. The car is surrounded by tall tress and the thick foliage barely permits any other light to come through. The same creepy feeling is there and sense of foreboding that something is about to happen. All four installments of the series appear to be flashes of a movie scene. One take or scene after the other in the case of scene 1 to 3. But the fourth image seems to be a totally different scenario – although still in the woods, and the same â€Å"unfinished† or unconcluded† feeling is left with the viewer. Gregory Crewdson, like the personalities that have influenced him – Steven Spielberg and Cronenberg, Alfred Hitchcock and Twilight Zone, David Lynch and his psychoanalyst-father, all have left their indelible mark in the world of art and their specific or chosen realm. Gregory Crewdson refuses to be categorized into any particular genre. Lastly, his influence can also be continuously reappear as seen in his former students who have now created their own brand of thematic photography. But his mark and specific signature of â€Å"twilight themed† photographs have already made an indelible and distinct mark in the contemporary world of photography throughout the world.

FLOOD PLAIN ETHICS THE CONFLICTS BETWEEN UTILITARIANISM AND ALDO LEOPOLD8217S LAND ETHICS essays

FLOOD PLAIN ETHICS THE CONFLICTS BETWEEN UTILITARIANISM AND ALDO LEOPOLD8217S LAND ETHICS essays This paper will discuss the conflicts between the utilitarian ethical theory and the ethical theory put forth by Aldo Leopold known as The Land Ethic. The question chosen to express the philosophical differences central in the two theories is, what should we do with flood plain land use? The land use issue in general requires careful consideration. The flood plain land use issue illustrates the utilitarian and Aldo Leopolds Land Ethic philosophical conflicts. Utilitarianism derives from: 1) Actions which result in the greatest good for the greatest number of people. 2) Promote efficiency by comparing actions. 3) of Our judgments are universalizations (Van DeVeer, 1998). An example is the laws passed that try to please everyone which result in confusion. The first doctrine evaluates options based on whether their consequences produce happiness or unhappiness. That is, we judge what actions give us the most happiness with the least pain the utilitarian calculus. We sum the goods, positives and then the bads, negatives. Then subtract the negatives from the positives. This result must have a net good for the action to be considered right, however, this is not without weaknesses. A principal weakness is that by concentrating on consequences in the interest of broad human welfare, individual human rights can be trampled. Another weak point to this theory is, that in order to properly maximize happiness, we need to have a way to qu antify the amount of happiness produced by an act and a way to compare those results with the happiness produced by other possible acts (Griffin, 1998). "How do we measure pleasure? We connect enjoyment with preference fulfillment and associate this with the capacity to purchase those preferences in the marketplace. Measuring the fulfillment by the dollar amount used obtaining the preferences. In addition, the defining of happiness may be impossible. This ...

Venerate

Venerate Venerate Venerate By Maeve Maddox This odd use of the verb venerate occurs on a funeral home website: Prior to the age of photography, death masks were used to venerate the death. The use is odd because the transitive verb venerate means â€Å"to regard with feelings of respect and reverence.† The taking of a death mask may be seen as a way of venerating a deceased person, but not a death. The Latin verb venerare gives us the verb venerate and the adjective venerable. The words are used in both religious and secular contexts: While far from universal, ancestor veneration occurs in societies with every degree of social, political, and technological complexity. While Horus was venerated throughout Egypt, his primary cult centers were in the south.   Kissing the Black Stone–Veneration or an Idolatrous Practice? Why Do We Venerate the Holy Cross? Upon Gary Smith’s retirement: The venerated Sports Illustrated writer on long-form immersion and intimacy The book discusses the extreme veneration of technology. Generation gap: Older folks venerate patriotic symbols, while younger folks extol principles. The adjective venerable (worthy of respect or worship) may be applied to people or things. The respect may be seen to stem from character, position, age, or antiquity. Author of Stupid Men Jokes Nancy Gray calls Washington DC â€Å"that venerable bastion of maledom.† Anti-equality advocates, like Princeton professor  Robert George and his co-authors, are attempting to cast this movement as an attack on the venerable institution of marriage.   The doctrine of re-birth - that is, the repeated embodiment of the inner essence of man - is the oldest and most venerable belief of the human race. It was also great to see such venerable actors as Dick Van Dyke, Mickey Rooney, and Bill Cobbs, as the three elderly security guards, strut their stuff. In some religions, Venerable is an honorific prefixed to the names of especially respected leaders: Buddhist Ethics by Venerable K. Sri Dhammananda Maha Thera The Venerable Dr. Jean Fritz Bazin, [Episcopal] Archdeacon for Immigration and Social Justice In the Roman Catholic process of canonization, Venerable is a title bestowed on a candidate for sainthood before the approval of the first miracle. The person most associated with the title Venerable in English is a medieval monk named Bede (672-735 CE). Bede is venerated as the father of English history. Because of his dedication to scholarship and religious observance, he was honored with the title Venerable even in his lifetime. He doesn’t seem to have undergone the official canonization process, but in 1899, Pope Leo XIII declared him a Doctor of the Church. He is often referred to as â€Å"Saint Bede,† but more commonly as â€Å"the Venerable Bede.† Bottom line: People and things are venerated. Respected people and things are venerable. The transitive verb venerate takes a direct object–human or inanimate–that is felt by someone to be worthy of respect. The funeral home writer may have been reaching for the word commemorate (to mark by ceremony): Prior to the age of photography, death masks were used to commemorate the death. Note: Although the word worship is often given as a synonym for venerate, many speakers distinguish between the two words, using venerate to denote deep respect for non-divine things or personages and reserving worship to describe the adoration of a divinity. Want to improve your English in five minutes a day? Get a subscription and start receiving our writing tips and exercises daily! Keep learning! Browse the Vocabulary category, check our popular posts, or choose a related post below:What Is Irony? (With Examples)Between vs. In BetweenShore It Up

Global Demographics and the Death Penalty Essay

Global Demographics and the Death Penalty - Essay Example However, global patterns can be examined which can help uncover the underlying indicators that are common to countries that have the death penalty. The fair institution of the death penalty can be evaluated in the United States. Research can show the motivations, targets, and eventual victims of capital punishment in the world and in the United States. Two thirds of the world's countries have abolished the death penalty either in law or in practice and membership in the European Union requires its abolishment. There are still 69 countries that maintain and practice capital punishment. China, Iran, Saudi Arabia and the USA were responsible for 94% of the known executions that took place in 2005. China had the greatest numbers of executions and though accurate data is difficult to obtain, at least 1,170 people were confirmed executed in 2005. Other estimates for China range as high as 8.000 ("Facts and Figures"). Though China had the greatest number, on a per capita basis Saudi Arabia had the largest percentage of its population executed. A Saudi was almost five times as likely to be executed than a Chinese and eighteen times as likely as an American. Saudi Arabia's unusually high rate is due to the wide range of crimes that are punishable by death. Renouncing of Islam, witchcraft, sexual offenses, drug dealing, and corruption can all carry a death sentence. China uses the death penalty for criminal activities that range from murder to economic crimes. It should be noted that both China and Saudi Arabia are highly guarded societies. Their legal system is extremely secretive and people charged are afforded almost no legal rights as we perceive them in the United States. There may be no right to an appeal and execution may take place on the same day as sentencing. The denial of rights and the broad range of crimes account for the high rates of executions in both China and Saudi Arabia. While methods of execution have evolved in some countries, others such as Afghanistan and Iran still use the barbaric means of stoning. In nearby Saudi Arabia, beheading is the method of choice. China still uses the firing squad but is slowly moving towards lethal injection. Hanging, which the United States has only recently moved away from, is still found in Japan and Egypt. Electrocution is used only in the United States though most executions are carried out through the more humane method of lethal injection ("Facts and Figures"). Support for the death penalty usually comes from extreme religious positions or totalitarian regimes. The high rate in China is perpetuated by the tyranny of ideology and reflects the mass executions of political foes that have occasionally cropped up around the globe. Castro executed an estimated 1,000 members of the opposition in his first 3 months of power. Still, the mainstay of support for capital punishment is religion. In Iran and Saudi Arabia, the ruling theocracy condemns prisoners for crimes against Islam. In the United States the support comes from biblical justification. In the Scandinavian countries, which are less religious, capital punishment is banned and has little support. Though the Catholic Church officially denounces capital punishment, American Catholics favor the death penalty in greater numbers than the general population (Davis and Smith). Davis and Smith also report

Justification Report Assignment Example | Topics and Well Written Essays - 2000 words

Justification Report - Assignment Example HP provides business with computer systems for everyday business needs, and that’s budget-friendly. †¢ Alternative B – Dell: Is an American-owned computer technology firm based in Round Rock, Texas. Dell is amongst largest technological corporations in the world. Dell sells a variety of products that could help our business such as desktops, laptops, printers, and storage devices. Dell provides businesses with deals where the more one buys the more one saves. Dell is more expensive than HP. However, both offer first-class performance. Dell has more features than Hp. For example, comparing Dell Inspiron 17R Special Edition 7720, and HP Envy 2012, Dell has Blu-ray player, Beats Audio and 1920 by 1080 screen resolutions (Low, 2014). Dell has 17 promotions. The company offers three coupon codes, 12 sales, and two free shipping coupons. In their latest offer, Dell gave out 30% coupon deals on select laptops and desktops in the last day. Dell has web and social support and phone support. They have a speedy twitter team and a useful chat service. Many customers find solutions to their problems online. However, Dell has to streamline its support site to make it easier to get live chat function (Rutherford, 2014). HP has web and social support, and phone support. Customers argue that they were satisfied with the support from HP. However, some of their customer support services like SmartFriend are very expensive. They charge almost $100 for assistance (Low, 2014). The specifications of the machine vary from HP and Dell. However, the paper will compare two laptops, HP Compaq nc6220 and Dell Latitude D610. These two laptops are somehow similar. The HP laptop has Intel Pentium M 1.6 GHz, 512 MB DDRII ram, 14.1† 1024 X 768 resolution screen, Intel media accelerator, 40GB, 5400rpm HDD, DVD/CD-ROM (Low, 2014). The Dell Latitude D610 Intel Pentium M 1.86 GHz, 1GB DDRII,

Eczema Nursing Presentation PowerPoint Example | Topics and Well Written Essays - 1750 words

Eczema Nursing - PowerPoint Presentation Example With relation to the differential diagnosis, a range of conditions need to be differentiated including psoriasis, fungal infections, scabies, scarlet fever, pityriasis rosea, measles, tinea corporis and squamous cell carcinoma. Introduction/Definition Eczema or dermatitis is a disorder in which the skin is inflamed (especially epidermis) along with the development of vesiculation sometimes in acute phases. It has been derived from the Greek word meaning to ‘boil out’, and hence medical practitioners consider it to look like the skin is boiling out. The condition is usually acute in nature, but can be a chronic inflammatory disorder of the skin causing pruritius, redness, vesiculation, which finally become encrusted, hemorrhagic, thickened and scales off (Vorvick, 2009). Some of the common types include:- Allergic contact eczema – Following contact with a foreign substance such as a poison, lotion, etc, there is a local allergic reaction Atopic dermatitis – It is a chronic inflammatory skin disorder and often accompanied with other disorders such as asthma and hay fever. It is commonly seen on the arms and at the back of the knees, and flare up periodically Contact eczema – the reaction is localised when a allergen is contact causing itching, redness and swelling Seborrheic eczema- Commonly called as dandruff and is a mild skin inflammatory disorder arising due to unknown reasons and causing scaling, redness and itching of the scalp and face Neurodermatitis – This is characterised by scratching or picking of the skin resulting in development of rashes Stasis dermatitis – Develops from congestion of the veins of the legs resulting in irritation of the overlying skin Dyshidrotic eczema – Commonly occurs on the palms and soles and is seen as deep-seated skin lesions Perioral eczema – Bumpy rash and ulcers that develop around the mouth Nummular eczema – This is a coin-shaped lesion that develops in an irritated portion of the skin causing scaling, itching and encrusting (MedicineNet, 2011). Pathophysiology The exact cause of eczema and dermatitis is still not clearly known, but it may be a result of interplay of host, genetic and environmental factors. Further, stress and various emotional disorders can worsen or exacerbate the condition especially atopic dermatitis (Mayo Clinic, 2011). Most of the eczema occurs due to a hypersensitivity reaction of the skin, causing chronic skin inflammation (Lehrer, 2009). Some of the eczemas are autoimmune conditions and some of them are genetically transmitted, running in families. Atopic dermatitis is known to be transmitted through a genetic route and is often associated with asthma and hay fever. However, this association is often being questioned, as not all individuals with atopic dermatitis have asthma and hay ever, and not all individuals with asthma and hay fever have atopic dermatitis. However, both these conditions tend to run i n families, and this may be due to common genetic trait being carried on (Mayo Clinic, 2011). Such disorder appears on trivial inflammation of the skin. Allergic eczemas are usually common and the individual may also have other allergic conditions such as asthma, hay fever, etc (DIS, 2011). There are several exacerbating factors for

Cancer Research Analysis: Strategic Planning

Cancer Research Analysis: Strategic Planning INTRODUCTION Cancer is one of the worlds deadly diseases which is having lot of effects. Cancer need lot research to decline the rate of death of patients due to cancer. This declination in the rate can be achieved by carrying out the research the funding for research can be achieved by charity, dedicated to saving lives through ground breaking research. Cancer Research UK is named as cancer research and awareness charity in the United Kingdom , came in existence on February 2002 by the merger of The Cancer Research Campaign and Imperial Cancer Research Fund. These organisations are making huge publicity in the society to get awareness in the people about this disease. These make awareness about the symptoms and treatment .All the funding from the charity is used for research in directly and indirectly .Together with partners; they have had a significant impact which has helped to reduce the number of cancer deaths. (Cancer Research) Non -Profit Sector Non-profit mean one doesnt accept any type of profits only depends on non profit issues , charitable and governmental organisation. Non-profit sector thus includes religious congregations, universities, hospitals, environmental groups, art museums, youth recreation associations, civil rights groups, community development organisations, labour unions, political parties, social clubs and others (Boris and Steuerle, 1999). The non-profit sector exists to benefit society. Within the non-profit sector, there is a rich and dynamic diversity of cause and organisations. Without the many thousands of nonprofits, with their many millions of volunteers, society would lack valuable services, diversity, and civic participation. The non-profit sector is important because it provides services that would not be performed by the business sector. Many services needed by society do not generate a profit and are, therefore, unattractive to the business sector (Wymer et al, 2006). Non-profit organisations have started to adopt business-like techniques (Goerke, 2003) used in the for-profit sector as they are becoming increasingly confronted with market pressures typical of for-profit organisations, like competition for funding and the need to earn money to fulfill their mission (Andreasen and Kotler, 2003; Dolnicar et al., 2008). These techniques and approaches have been recognised as important to non-profits by the academic field (Gonzalez et al., 2002); one in particular is especially important the marketing concept which advocates and understanding of the customer (Day, 1994). Instead of accepting the marketing concept and beginning the marketing process with the customer and investigating what the market actually needs and wants (Gonzalez et al., 2002), non-profit organisations have an organisation-centered marketing mindset and may falsely believe that their product or service is needed by the market (Andreasen and Kotler, 2003). A number of other resear chers agree with this viewpoint in emphasizing the importance of market orientation for the non-profit sector (Macedo and Pinho, 2006). Aim Cancer Research UKs aim is to reduce the number of deaths from cancer. Around 300,000 people are diagnosed with cancer in the UK every year. Every two minutes someone is told they have the disease. And every year more than 150,000 people die from the disease. Cancer remains peoples greatest health fear. It is difficult to overstate the scale of the cancer problem and the impact it has on the lives of hundreds of thousands of people every year. (Cancer Research) Marketing strategy A strategy is a plan for the actions taken to attain one or more organisational goals. The task of strategy formation is one of achieving a match between the organisations internal skills, capabilities, and resources on the one hand and all of the relevant external considerations on the other hand (Thompson and Strickland, 1986, p. 74). An institutional goal for a business might be to increase its revenue at a moderate but steady rate or diversify its customer base. The compilation of an organisations institutional goals and the means to reach them forms a strategic plan. SWOT analysis is a frequently used tool to develop a strategic plan. The central focus of a SWOT analysis is to recognize opportunities and avoid threats while weighing an organisations strengths and weaknesses (Bryson, 1988). Although many non-profits may view marketing as a business activity, Kotler and Levy (1969) believe that marketing plays a very important role in the lives of non-profit organisations. They argued that all organisations undertake marketing whether they know it or not, therefore they must possess a satisfactory understanding of it. Furthermore, the non-profit sector has characteristics of marketplace problems (Kotler, 1979) where memberships decline, costs soar, and competition is fierce. Owing to these indicators, it was suggested that marketing had a great deal to offer the third sector in order to survive, grow, and strengthen their contributions to the general welfare (Kotler, 1979, p. 44). Complicating characteristics of non-profits organisational structure include non-financial objectives, multiple stakeholders (Bruce, 1995), a competitive-collaborative relationship with other organisations in the field, and the balance between financial pressures and the mission (Gallagher and Weinberg, 1991). These characteristics make it very difficult to ascertain success and may lead to their disregard of marketing. Such strategies include the identification of customers who are most interested in supporting their mission (market segmentation), ensuring an image is built that is attractive to those people (product positioning), the development of communication messages most attractive to these people (advertising) and communicating with them through channels these people regularly use (place). Consequently, the assumption underlying the present study is that despite the fact that non-profit organisations are distinctly different from for-profit organisations market orientation can significantly increase the effectiveness of non-profit organisations in achieving their mission (Lazarevski, 2009). In addition, Intellectual capital is capable of adapting to the challenges posed by the non-profit environment in the knowledge economy because some of the theoretical roots of IC come from the internal focus associated with core competence theory (Mouritsen et al. 2005). Intellectual capital helps to shift SSNPOs strategic focus to intellectual resources, including knowledge, skills and experience. This is important to SSNPOs, because strategic activities and changes that are brought to the organisations will be mainly driven by internal initiatives by paid employees and volunteers rather than external forces such as government agencies. Therefore, resistance to those strategic activities and changes by volunteers and employees is likely to be lowered (Kong, 2007). Cancer Research Organisations has an advantage for the society and should approach in all means to get funding and branding. Nonetheless, brand of any non-profit body is equally important considering the promotion and pla ce of the 4Ps. Non-Profit institutions can introduce marketing in a number of ways, such as appointing a marketing committee or task force, hiring an advertising agency or marketing research firm, hiring a marketing consultant, or appointing a marketing director or marketing vice president (Kotler, January 1979). In 2008/09 Cancer Research was funded by 433 Million Pounds where 80% of the money is spent on the cancer research. Cancer research UK uses various methods to raise funds making donation is the most common where people donate money to the charity in various ways like some donate on their special events like on their wedding anniversary or birthday and some donate funds to the charity in memory of their loved ones .Cancer Research charity earns its third of their total funding which help in fighting the deadly disease. Some people donate money in this ways so that they dont want to miss their continuity after their death and some donate in remembrance of the others. One can also join a local group which raise funds to the Cancer Research UK or he/she can create their own committee which helps in raising funds to the charity organisation. In order to collect funds through their shops, Cancer Research UK has set-up around 600 shops across the UK. By visiting one these shops and buying s omething from there donates the charity. If one is interested in raising funds for Cancer Research UK, they can do by participating any of the various events which were organised by the charity. Some of the events the Cancer Research UK carries out are like flagship, women-only Race for Life, Run 10K which is a popular event held by the charity and there are some other events like Relay For Life, Shine and a half or full walking marathon which is carried at nights through which one also participate and raise funds. People can join internship schemes provided by the Cancer Research UK as volunteers and help raise funds by working at cancer charity shops or they can also participate in events held by charity and help them. Cancer Research UK does get funds from Government as well but in smaller amounts which it spent on specific projects like it got two and half a million from Dept. of Health which it used for developing anti-tobacco campaigns.(Cancer Research) P.E.S.T ANALYSIS Political factor: Private donations make up the majority of Cancer Research financial resources, and by limiting the amount they receive from governmental sources, Cancer Research remains financially independent (Hannagan, 2001) however now cancer research is closely monitoring the policies that each party comes up with and comparing them to what they think cancer research has produced a handy guide to help parliamentary candidates as they campaign in their local areas. The guide, How to campaign with confidence about cancer, gives candidates an introduction to what cancer is and how they can find out more. Commit to Beat Cancer campaign which calls on the next government to make the UKs cancer outcomes among the best in Europe in the next ten years. The campaign also asks our supporters to contact their local prospective parliamentary candidates asking them to sign up to our Cancer Commitment. The commitment contains the same policy calls that appear in our manifesto. Thousands of o ur supporters have emailed their candidates. Already over 400 candidates across the country have signed up and weve sent them a wallet-sized commitment card so that they can show their support for the campaign. Economical Factors: Cancer Research relies on donations from the public for two key reasons: to ensure the freedom to provide humanitarian assistance whenever and wherever it is needed, and to remain independent from political, religious and economic interests. Regular donations give Cancer Research the freedom to provide medical aid to those who need it most and allow them to react swiftly to emergencies as soon as they occur .cancer research can be affected by changes in disposable income, although the effect may not be as immediately obvious. When the purchasing power is reduced cancer research may see a little change in their funding in the short term, but if the reduction in the spending power id reflection of a downturn in the national economy, its funding will be reduced in longer term (Hannagan, 2001). Social Factors: Non-profit marketing needs to take account of the basic believe in particular society. With in a society, there will be subcultures of people with shared values and these may influence the work of cancer research. Technological factors: The development of new products changes such as product which is used in treatment of different diseases, development of new equipments used for the recognition of new diseases may affect the cancer research operations because in marketing terms, institution will often want to emphasize their use of modern equipment and technologies, particularly in comparison to their competitors (Hannagan, 2001). SWOT ANALYSIS: STRENGTHS World Class Research with a strong team of researchers makes the awareness of cancer to public by preventing it in early stages. Unlike other viral diseases Cancer is a disease where the precautions cannot be taken care. That is one of the strongest strength where people will be interested to invest or fund in saving lives of many and down the next generation. Cancer Research UK is almost proved that the disease can be cured in the initial stages. (Annual Report, 2008/09) The interactive, informative website where all the fact sheets are revealed made one of the most trustable Cancer Research Organisations. This is one of the strongest strengths where people who donate money will feel glad. Though it is a purely non-governmental body, the amount spend on the research and development made Cancer Research UK 48rd position in Times Top 100 Graduate Employers List. The scenario of cancer being a most effective disease, people pays attention towards the research and development where each person doesnt need an explanation of what the funding exactly does. So, Cancer Research UK which is one of the first span entries in the market got a good response. Researchers dedicated to the work. Strong commitment by Cancer Research to the donors. More than 4,500 plus doctors, scientists and nurses are supported by Cancer Research UK. Cancer Research UK supports the grant funded researchers based in UK universities, hospitals and institutes. It is proven that high quality researchers are made by Cancer Research UK. It handles approximately 285,000 new cases of cancer every year. As many of the developed countries and developing countries are showing interest in cancer research and UK is one of the leading countries in doing cancer research. Thus, there are excellent chances of good connections across the globe. WEAKNESSES The funds collected by different means are always will be short of as the research itself is a lengthy process. Once it reaches the saturation of people funding then the problem of funding will be serious. OPPORTUNITIES With the help of Cancer Research UK, there are chances of getting new drugs into the market which are Cancer Preventive drugs. Cancer Research UK is one of the leading research institute or organisation in UK, thus it has world recognition and can have a global impact. Hence, the funds collection will be improved. Till now government has not funded to Cancer Research UK, so there are many chances where government can support and act as a backbone to the cancer research UK. Students, doctors, scientists and nurses will be interested to work in an organisation as Cancer Research UK. Hence, the funding can be reduced in the future to grow further. THREATS As the Cancer Research purely depends on the public funding the main threat is Funding. If funding is not sufficient for the research exercise then the process chain has to stop. The trained scientists and doctors of other countries may not work with Cancer Research UK for longer period where knowledge banks need to be refreshed rather than updated. PART B (NEXT THREE YEARS CANCER REASERCH STRATEGY) Although researchers appear to largely agree that the adoption of a market oriented perspective as well as marketing tools is important for Non profit Organisations (Andreasen and Kotler, 2003). It can be argued that market orientation is not a relevant concept for cancer research because its mission (product) is defined in advance and cannot be changed in dependence of market needs. However, there is a wide range of other marketing strategies and instruments available to Cancer Research that can be implemented without changing or denying their true mission. Such strategies include the identification of customers who are most interested in supporting their mission (market segmentation), ensuring an image is built that is attractive to those people (product positioning), the development of communication messages most attractive to these people (advertising) and communicating with them through channels these people regularly use (place). Market segmentation and target market The selection of target market segment is (together with the positioning decision) the foundation for most marketing programs. Yet there are few models for the selection of market segments. The segmentation decision is one of the major meeting grounds between marketing research and modelling, since models used for the selection of target segment require considerable information on the size of segments, their key characteristics, expected competitive activities, and expected market response of given segment to the offering of the firm and its competitors (Moorthy, 1984) The company will basically target the following market segments as donors (Kelly, 1998). High-income earners Hospice centers Collectors and bookworms House-movers Corporate entities, basically office employees rarely sales, marketing and mobile ones Fundraising strategy Increasingly, fundraising practitioner literature is focusing on the growing importance of relationship cultivation with all donors rather than devoting resources to marketing the organisation to donor publics. Rather than simply focusing the cultivation of major gift donors, practitioners have recognized that the same principles can be applied to all donors (Waters, 2008). By dedicating more time to donor relations, Worth (2002) says that these principles can result in increased donor loyalty to the organization. Kelly (2000) maintains that stewardship is the second most important step in the fundraising process. She advocates that fundraising practitioners must incorporate four elements of stewardship. Cancer Research official fundraising plan should be: reciprocity, which allows the Cancer Research to demonstrate its gratitude for the gift; responsibility, which means that the Cancer Research uses the gift in a socially responsible manner; reporting, which includes the basic principles of demonstrating accountability; and relationship nurturing, which includes regular communication and cultivation activities. These principles will help the Cancer Research and fundraisers maintain ethical standards as well as ensure continued fundraising success. In setting out the basic principles of the fundraising process, Rosso (1993) makes it clear that if Cancer Research wants to ensure its longevity then it should be prepared to dedicate time to developing relationships with its donors. Nudd (1993) in sisted that organisations that conduct research on donors are in the best situation to cultivate relationships because of their understanding of their donors. Wagner (2002) ideas suggest that Cancer Research should search for new donors or work with their current donor databases to evolve their donors. Nudd (1993) suggests that Cancer Research if it ensures its longevity must be ready and prepared to do both. She acknowledges that organisation must constantly be on the lookout for new individuals who are interested in the cause or the Cancer Research and try to bring them on board as a donor. However, she maintains that organisations hould put more focus on donors who already have an established relationship with the organisation because past donor performance is the greatest indicator of future giving (Waters, 2008). Just as the public relations literature is beginning to discuss the different relationship maintenance strategies, fundraising literature is also rich with varying strategies on how the Cancer Research donor relationship can be enhanced through cultivation. Although practitioner literature gives advice on securing face-to-face business meetings with major gift donors over lunch and in private settings (Sargeant and Jay, 2004), others are beginning to realise that relationship maintenance strategies can benefit donors at all levels, not just the elite donor. Kellys (2000) basic formula for stewardship involves thanking the donor and then continued correspondence where the Cancer Research shows that it has used the donation wisely and responsibly. Cancer Research is encouraged to add donors to its regular mailing list to either provide them with newsletters and annual reports (Neal, 2001), additional fundraising solicitations for future campaigns (Rosso, 1993). Online fundraising Online fundraising is growing rapidly in importance. Cancer Reaserch needs to send individual email messages, encouraging them to click on link that will take them to the Cancer Reaserch websites, where a donation can easily be made with a credit or debit card. Cancer Reaserch should also include organisations websites address in their direct mail materials because some supporters may find donating online more convenient than returning the direct mail response card. Traditional direct mail is also appropriate for the internet direct mail. Because the internet is a different medium, the development of creative materials will be different. Most e-mail applications allow for multimedia text and visual elements. This combination creates opportunities for much greater creativity in fund raising offers. Furthermore, because links cane be embedded in to the massage, much more information can be made available to receivers who desire it. There are several reason online fundraising is growing . The proportion of the population that has an internet connection continues to grow. The proportion of the interne-connected population that has a high speed internet connection also continues to grow (Wymer et al, 2006). Cancer Research relationship marketing strategy Relationship marketing aims to construct deeper relationships with beneficiaries than those likely to emerge from ad hoc contacts. Unlike most relationships in marketing, these relationships need not be long term, as charities invariably want their beneficiaries to recover from whatever ailment is afflicting them. (Gronroos, 1990) recognised explicitly that while relationship marketing attempted to establish and develop relationships, it did not necessarily involve long-term relationships.) Long-term connections between a beneficiary and a Cancer Research could in fact emerge, e.g. through a beneficiary becoming a donor to; supporter or ambassador of; or volunteer worker for the Cancer Research campaign concerned, but this is not essential in order to justify the application of a relationship marketing approach. It is vital nevertheless that the organisation look at transactions with beneficiaries beyond their ad hoc use of the charitys services (Conway, 1997), Cancer Research needs to keep in touch with beneficiaries to see how they are getting on (Bruce, 1994); communicate on a two-way basis, and actively seek feedback. Furthermore, practical measures whereby charities can encourage actual or potential beneficiaries to want to have an ongoing relationship with an Cancer Research include relationship advertising (Stern, 1997) whereby the Cancer Research needs to provide information on customised services and seeks to convince potential beneficiaries that they will be well-cared for (Hochschild, 1983) . Relationship advertising, according to Stern (1997), stimulates thoughts, feelings and actions relevant to relationships and to what a relationship with Cancer Research will involve. Further relationship-building devices include two-way communications (involving freepost mail responses, toll-free telephone numbers, e-mail helplines, etc.), database marketing (with personalised, targeted communications Berry, 1995), the provision of incentives to interact with the health campaign, subscriptions to Cancer Research activities, and personal information on developments within the Cancer Research and its pl anned activities. Personal information on Cancer Research activities will extend to news about its employees, profiles of well-known celebrities who support the charity, and insider information about intended future programmes (Bennet, 2005). Global Move Cancer Research can widen its role by going international joining hands with international cancer organisation like world cancer congress and other medical organisation as donor community also impart obligations for constructive engagement with multilateral agencies on broader humanitarian issues. This dialogue complements its more focused geographic interests by demonstrating its commitment to alleviating suffering and addressing complex global issues. Cancer research should increase the level of engagement with selected humanitarian agencies in order to better reflect cancer research interests. Future campaigns and strategies Cancer research will continues to work both on improving access to existing treatments and stimulating the development of newer and better medical tools that take into account the needs of people in poor countries. Cancer research will push for continued improvements in medical practice. Cancer research also continue to support efforts to reshape the way medical Research and Development is funded so that medical innovation serves those most in need and is not only market-driven as at present. CONCLUSION Strategic planning for Cancer Research is important and probably will become part of the standard repertoire of public and non-profit planners. It is important, of course, for planners to be very careful about how they engage in strategic planning, since every situation is at least somewhat different and since planning can be effective only if it is tailored to the specific situation in which it is used. Cancer Research UK should more often try to collaborate with other charities, pharmaceuticals and professional bodies in order to eradicate the cause as soon as possible Knowledge is critical to for Cancer research, as a result of the public sector reform movement, NPOs are forced to change the way they manage and operate their activities. Cancer research needs to use its organizational resources more effectively in the competitive non-profit environment (Waters, 2008).