Fahrenheit 451 By Ray Bradbury - 960 Words

Among the science fiction genre, Ray Bradbury’s â€Å"Fahrenheit 451† is an ever-flickering flame that refuses to be doused. With haunting artistry, Bradbury paints a desolate world of alienated, mechanized human beings who are more connected to their television screen â€Å"families† than they are to the spouses with whom they share a pillow at night. As the protagonist, Guy Montag, so evocatively states, â€Å"There are billions of us and that’s too many. Nobody knows anyone.† The advancement of technology, â€Å"Fahrenheit 451† suggests, has paradoxically spurred the deterioration of communication. Bradbury poignantly exposes this dismal fact in one of the novel’s first scenes, when Montag first befriends Clarisse McClellan, the seventeen-year-old dreamer in a world of automatons. While Clarisse romanticizes about archaic front porches built for the sole purpose of socialization and confesses that her own family regularly trades in sleep for conversation, Montag interjects, â€Å"What do you talk about?† Throughout the novel, Clarisse is the rare seedling of hope in Montag’s barren world. As the amity between the two characters strengthens and Clarisse revels in catching a glimpse of the man on the moon and tilting her head back to taste the rain, Montag is finally jolted awake. At last, he begins to look — really look — at the world around him. And the result is astonishing: for the first time in his life, he truly feels something. As his perception finally clears and he absorbs hisShow MoreRelatedFahrenheit 451 by Ray Bradbury719 Words   |  3 PagesThe flash point of paper, or the temperature at which paper will burst in flames, is 451 degrees Fahrenheit. In Fahrenheit 451, written by Ray Bradbury, the main character, Guy Montag, is a â€Å"fireman† in a futuristic society where he and his coworkers start fires, rather than put them out. Books are banned and burned, along with the owner of the book’s house and sometimes even the owner of the bo ok, upon discovery. Technology has taken over in a sense that social interaction between the average personRead MoreFahrenheit 451 By Ray Bradbury1952 Words   |  8 Pagesis clearly displayed in the plight of Ray Bradbury’s novel about a dystopian American society, Fahrenheit 451, which contains many ideas and bits of content that some people believed should be censored. In fact, one of the reasons that this novel was censored for displaying the dangers of censorship, which is both extremely ironic, and telling as to where this society is going. Thanks to several distributors and oversensitive parents and teachers, Fahrenheit 451 has been banned in many schools overRead MoreFahrenheit 451 By Ray Bradbury954 Words   |  4 Pages In Fahrenheit 451 by Ray Bradbury, the author uses allegory (often misinterpreted by readers) to show the dangers of mass media consumption and the decline of reading traditional media. Many readers draw incorrect conclusions (lessons learned) from the book due to how generally the book applies its theme. Government censorship, though an important topic, is not the intended focus of the novel Fahrenheit 451. Finally, Bradbury’s original message of the book shows the beauty of traditional media andRead MoreFahrenheit 451 By Ray Bradbury1592 Words   |  7 PagesWhen writing the introduction to Fahrenheit 451, author Neil Gaiman stated that â€Å"ideas--written ideas--are special. They are the way we transmit our stories and our thoughts from one generation to the next. If we lose them, we lose our shared history†. Gaiman is absolutely correct; especially because what he is saying heavily applies to books. Books are a critical aspect in shaping humanity as a whole, they create and share a network of creative ideas, history, and overall entertainment; to loseRead MoreFahrenheit 451 By Ray Bradbury918 Words   |  4 Pagesâ€Å"Fahrenheit 451,† written by Ray Bradbury, is a futuristic, dystopian novel based upon a society secluded by technology and ignorance. In this future society, books are outlawed and firemen are presented with the task of burning books that are found in people’s homes. Montag, a fireman, finds himself intrigued with the books, and begins to take them home and read them. As the story progresses, Montag learns the truth behind why books are outlawed and flees his city to join the last remnants of age-oldRead MoreFahrenheit 451 By Ray Bradbury847 Words   |  4 PagesSet Knowledge On Fire The book Fahrenheit 451 is a postmodern work by Ray Bradbury first published in 1951. In Bradbury’s story, all books are illegal and are subject to be burned by firemen. Furthermore, the two predominant themes of Fahrenheit 451 are censorship and ignorance. The censorship implemented over the years removes all information from society that is necessary to learn, which accomplishes to prevent people from questioning anything. The ignorance of society has been fostered and theRead MoreFahrenheit 451 By Ray Bradbury1661 Words   |  7 Pages1.) In the novel, Fahrenheit 451 by Ray Bradbury, Montag’s view on life reverses. Two characters the influence the main character Guy Montag are the old lady whose house and books were burnt down and Mildred. The old lady was caught preserving books in her home. Firemen including Montag were ordered to burn the books. The old lady refused to leave her books, so she too was burned. She bravely gave an allusion as her last words, â€Å"Play the man,’ she said, ‘Master Ridley.’ Something, somethingRead MoreFahrenheit 451 by Ray Bradbury818 Words   |  4 PagesFAHRENHEIT 451 BY RAY BRADBURY Important People in Montag’s Life In Partical Fulfillment Of English 2 Ms Irina Abramov By Helen Hernandez November 9, 2012 â€Å"There are worse crimes than burning books. One of them is not reading them† -Ray Bradbury. In the past there were events that affected book writers. People will get together to burn books because they thought it was inappropriate or they were against their literature. Montag is a fireman in a futuristic society who would startRead MoreFahrenheit 451 By Ray Bradbury863 Words   |  4 PagesThe novel, Fahrenheit 451 was written by Ray Bradbury and it took place in the dystopian future. Throughout each novel, we are able to see a major theme, which is censorship. In this essay, I will explain how this theme are explored in the story by using the literary devices. To begin with, in this novel, censorship is not given a straight description, but we can see how the author shows it through many literary elements, such as using the setting, tone and symbolisms even foreshadowing. This novelRead MoreFahrenheit 451 By Ray Bradbury1544 Words   |  7 PagesRay Bradbury, the author of Fahrenheit 451, expresses his perspective on life in an interview. His interview contains a common theme: Do what you love, and love what you do (Bradbury). Bradbury sends a message in his interview that people should love life, and live to the fullest because he believes life is a beautiful thing. Although Bradbury no longer can demonstrate his love for life his message still lives in the pages of Fahrenheit 451. The Government of the society in the novel has told their

Culture and Crime in Society free essay sample

Culture and Crime in Society Culture as a set of practices formed among individuals that form a given society has been cultivated and formed over time. The accepted cultural practices can often have positive and negative impact on not just what is perceived acceptable and appropriate in a society, but also can influence rate of certain crimes. Culture as a collection of practices, rituals, goals, values, and customs of a given society is formed over many years. There are many different historical elements that have a great deal of influence upon its formation at times.There are also practices that may be formed due to geographical and physical characteristics of environment. Whatever causes formation of a certain series of practices and beliefs, it is formed over often a lengthy period of time and one can even say that a given culture is always in process of formation. There are times that political powers and/or ideologies may exert a great deal of influence, yet at other times a philosophical or religious doctrine might be a dominating factor. We will write a custom essay sample on Culture and Crime in Society or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page Society on the other hand is a collection of individuals that are in constant direct or indirect interaction.Interactions of people forming a given society happen in context of their culture. Culture as a context for a community applies either directly or indirectly a frame-work for attitudes and manners of exchanges experienced on daily basis. Granted that a wide range of behaviors are developed over time as mentioned which leads to formation of a culture, yet as generations pass by roots of a given practice or even the value of a given protocol of interaction among people may become forgotten or even ignored.As even longer period of time passes, one can recognize many behaviors are not merely based on one’s conscious decision, but rather due to an unconscious learned behavior from the culture itself. Cultural role and influence may have both positive and negative consequences for an individual and society. Here is where one can notice differences in what may be considered a crime in a part of the world and as a common and expected behavior elsewhere. One may notice certain crimes are rather popular in a given society and even at times ignored by justice system.Culture and social values that have been formed plays a key role in what may be considered a crime. This is not to say that all aspects of a given culture have such negative impact such as committing a crime and not even call it a crime. There are also many positive consequences of this phenomena that lead to lowering certain crime rates as well. For instance, let us consider how men view women in Middle East in contrast with Western World. In East family ties have a great deal of importance and hence relationship of a son to his mother and sister is much closer than in the west, relatively speaking. A young man is not expected to leave his parents home once he reaches age of maturity and adulthood, frankly it is expected for him to continue to live with his parents until he is about to get married. It would be unusual for an adult single male to live alone. It would give the impression that he is not close to his family, and this expression is quite displeasing to family, friends, and society. Adult single male is expected to take care of his parents and sisters and always be there for their protection and support.When such a young man views another female in society, very often he treats her with respect; simply because he thinks of her as someone’s mother and/or sister and knowing the value of that he ought to be supportive and protective of the female. This cultural disposition leads to decreased rate of sexual assaults committed by men in that region of the world. In contrast, females are being looked at as sex objects in the West. A simple review of advertising methods and practices clarifies the common saying that â€Å"sex sells†.Women are looked at as sex objects and this also has an adverse effect of women’s perception of themselves. As males reach adulthood can not wait to get out of their parents home and create and independent dwelling place. A man seems weak to his family and friends, if he is 29 years old and still lives with his parents. In brief, in West if a male given appropriate context tells a woman that she looks sexy in a particular dress, this is taken as a complement, yet in the Middle East such statement is very inappropriate, disrespectful, and even offensive in any context and situation. One can easily even predict a relative higher number of sex crimes in the West due to such cultural disposition. Societies function based on norms that have developed due to diverse influences over time. Culture places certain values on various behaviors that influence what may be viewed as crime. This shows a clear relationship between certain crime rates and its fluctuations in different societies.

Music Listening Outline Research Paper Example

Music Listening Outline Paper His timing to erupt into the classical sic scene was perfect because the music Of the Renaissance and Baroque periods were transitioning toward more full-bodied compositions with complex instrumentation which played into Mozart genius musical talents. Mozart is considered to be prodigy and one of the most talented musical composers of all time producing over 600 pieces of work. Mozart died in Vienna, on December 5, 1 791. Why chose Mozart piece from the Classical Period: chose to listen to and highlight Mozart Symphony No in G Minor, K 550 1. Molt Allegro. The reason I chose this piece is because Im not all too milliamp with classical music (Although I do like to listen to Panders Classical Music for studying station. ) and this is a piece Ive heard before and can relate too due to its popularity from background music for television commercials and a being constantly played on my new favorite Pandora station. The piece was completed July 25th in 1 788 and has been described as one of Mozart most passionate and dramatic pieces with an emotional intensity. History and description: This piece is divided into four sections or movements. We will write a custom essay sample on Music Listening Outline specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Music Listening Outline specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Music Listening Outline specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The first is fast molt allegro), the second is slow (andante), the third, minuet (allegretto), and the fourth, fast and tense (allegro assai). The instruments used are flutes, oboes, clarinets, bassoons, French horns and other strings. The duration of the piece is 8:12. In his last three symphonies, the second of which is the great Symphony no. 40 in G minor, Mozart infused this form with a passion and expressiveness unheard of in symphonic writing until the advent of Beethoven (Sherman, 2012) The first theme has a rhythmic pattern that has a little hint of urgency. You can hear the melody in the music thats easy to follow because of its balance and symmetry in relationship to the music. He Staccato was built into the melody as seen in: 22 Of the music. It has flow. The lyrical theme has an agitated feeling. The tone, texture and color are enhanced by the added instruments. Strings and woodwinds are the guilty pleasures of tone and color. Mozart brings a new rendition to the theme music during the lyrical to bring forth emotion slight variations of feeling. As the piece develops, he uses a polyphonic texture that increases tit high and low strings that bring drama throughout the music. He successfully combines it with staccato countermeasures which add to the excitement. My feelings and thoughts: The piece was like waves of energy or urgency that kept me interested but not excited about anything. I wasnt sure of the purpose throughout the piece. It reminded me of temptation or getting into mischief when was a kid.

Free Essays on Black Girl in Paris

Black Girl in Paris is a coming of age story about a smart, young girl named Eden who boldly states in the first chapter, â€Å"I’m not afraid of anything.† Embracing the courage and determination of this young woman’s adventuresome spirit to buy a one-way ticket to Paris, I flipped pages wondering what would become of her. Eden many times has to remind herself of the same thing in France. She is following her dream to live in Paris, following, too, in the footsteps of some of her mentors, most notably, James Baldwin. Along the way, Eden learns many lessons and is forced to make sacrifices of her own personal dignity. She takes jobs that she wouldn’t put on her â€Å"dream job† list, but does so out of a need to survive. Much of this book chronicles these "alternative" modes of employment. And each chapter is named after her new professional exploit. The jobs stretch the gamut: museum guide, traveling companion, artist’s model, au pair, poet’s helper, lover, English teacher, and thief. Throughout, she is challenged to reinvent herself, and forced to question and reassess the core of her being. Moving from job to job, Eden explores issues of who to trust, where her sexuality lies, and what it is really like to be black in Paris? Much of her journey is focused on her desire to write, to prove that she can write, and that she can somehow rub up against the talent of other fellow Black writers by following in their footsteps. Shay Youngblood took a similar trip to Paris as a young girl and this story could be mistaken for memoir. Regardless of how accurate these accounts are, this novel is a tale of the vibrant spirit of a strong young woman. It is a testament of the adaptability of the human spirit and how our path of survival pushes us to become more resilient.... Free Essays on Black Girl in Paris Free Essays on Black Girl in Paris Black Girl in Paris is a coming of age story about a smart, young girl named Eden who boldly states in the first chapter, â€Å"I’m not afraid of anything.† Embracing the courage and determination of this young woman’s adventuresome spirit to buy a one-way ticket to Paris, I flipped pages wondering what would become of her. Eden many times has to remind herself of the same thing in France. She is following her dream to live in Paris, following, too, in the footsteps of some of her mentors, most notably, James Baldwin. Along the way, Eden learns many lessons and is forced to make sacrifices of her own personal dignity. She takes jobs that she wouldn’t put on her â€Å"dream job† list, but does so out of a need to survive. Much of this book chronicles these "alternative" modes of employment. And each chapter is named after her new professional exploit. The jobs stretch the gamut: museum guide, traveling companion, artist’s model, au pair, poet’s helper, lover, English teacher, and thief. Throughout, she is challenged to reinvent herself, and forced to question and reassess the core of her being. Moving from job to job, Eden explores issues of who to trust, where her sexuality lies, and what it is really like to be black in Paris? Much of her journey is focused on her desire to write, to prove that she can write, and that she can somehow rub up against the talent of other fellow Black writers by following in their footsteps. Shay Youngblood took a similar trip to Paris as a young girl and this story could be mistaken for memoir. Regardless of how accurate these accounts are, this novel is a tale of the vibrant spirit of a strong young woman. It is a testament of the adaptability of the human spirit and how our path of survival pushes us to become more resilient....

Leadership in Clinical Practice Essay Example | Topics and Well Written Essays - 3000 words

Leadership in Clinical Practice - Essay Example Good leaders can develop their staff through education, training, experience, and self-study. Symptoms of a good leader are that they always keep on working and try to improve their leadership skills. Managers should be well versed and experience enough to guide the staff in relation to the convertibility of their academic knowledge in practical performance. In an emergency situation, mostly in clinics, there is a requirement of strong management and executive skills. This means not only the doctors, all other staff in a clinic should be efficient enough to deal with the situation. Managers should work for the development of staff members. Training and education programs should be implemented for staff. The evaluation process should be conducted in order to control and monitor the activities of members. Incentives, bonus and better compensation plans should be enforced to keep the staff members motivated towards the organization. Communication and leadership can also lead to the tran sformation of an organization. Culture and structure of a clinic should be flexible, so that staff members can share their preferences and knowledge with the managers. Therefore, communication and leadership are the main pillars for the success of clinics (Butler Gillian & Hope Tony, 1996). 1.2 Leadership Leadership is a key factor for an organizations success. It mainly depends on how managers are able to handle the organizational and management structure. A leader should have infinite flexibility. This means one should be able to adopt a leadership style in accordance to a particular situation. Leadership plays a most important role in clinical areas such as leading role of the doctor towards nurses and other staff, similar to that nurse play a lead role in guiding the supporting staff and trainees. These shows at all levels there are different leaders. (Blagg Deborah & Young Susan, 2001). Factors of leadership Mainly there are four factors in leadership, which are present in ever y organization i.e.: Leaders Followers Communication Situation Leader Leaders must have a clear understanding of who they are, what they know and what they can do. Therefore, it is imperative that doctors should have all knowledge in relation to their capabilities so that they can guide nurses and other staff appropriately. Before guiding other people they should know their inner capabilities, strength, and weaknesses. Because it is the nurses who help to identify whether a doctor is successful or not, therefore one will have to satisfy his followers not the boss, as they are the ones who are dependent on a leader. Followers In hospital many people are followers such as nurses, supporting staff, trainees etc. and each person has different styles and nature. Therefore, each one of them requires different leadership process and style. One should know the follower's nature, needs, emotions, and motivation. Communication Leading should be done through two-way communication, most of whic h is nonverbal. But in clinical areas, verbal communication is most important. It plays a vital role in the performance of the staff members. For instance in the case when one sets an example, this communication to people will lead them to perform only the things guided by the leader rather than performing in their own way.

Laddering Interviews Essay Example | Topics and Well Written Essays - 750 words

Laddering Interviews - Essay Example This helped with clear articulation about the qualities of a backpack which stimulates purchase. The other two participants were light users of backpacks, meaning, they were not avid users of backpacks and as such did not know much about the brands that offer backpacks. These two respondents were essentially insensitive to brand name implying they had a preference for generic backpacks. The interview was dissected into questions that inquired about the reasons the participants bought backpacks and the associated characteristics of the backpacks which led them to do so. Next the interview progressed to go deeper to relate the consequences of the characteristics. Lastly, the interview attempted to link how the consequences were influenced by the values each respondent held with respect to backpacks. The responses to the interview showed that most of the participants sought value in the backpacks. A lower price was an attractive characteristic if the backpack was also complimented by greater quality. The more heavy users of backpacks preferred backpacks with high quality fabric, finishing, and water proof lining. This was more common among participants who did sports. On the other hand, participants whose needs were simple preferred lower prices backpacks. This is because the generic backpacks – as opposed to branded backpacks – met their daily needs which included spaciousness to accommodate books, pockets to keep laptop and other accessories, and partitions to keep notes and other books. The size of a backpack was also another important attribute which determined if participants bought the backpack. Size was related to the usage of different participants. Participants who used backpacks for sports needed a larger space to accommodate clothes, equipments, and other necessary accessories. Durability was also identified as a critical attribute

The Hilton Hhonors Loyalty Scheme Marketing Essay

The Hilton Hhonors Loyalty Scheme Marketing Essay This is an analytical study assessing Customer Relationship Management through the Hilton Hotels Loyalty scheme Hilton HHonors. This paper will give a thorough literature review on relationship marketing, a case study on Hilton Hotel loyalty scheme and within this, a framework of the brands role; position in the organization and the market will be discussed. Winer, (2001) customer relationship management framework will be used to analyze the Hilton HHonors scheme to which the nature of the difficulties and effectiveness will be covered as well. This paper will end with possible suggestions regarding the effectiveness of the Loyalty scheme. LITERATURE REVIEW There are several scholarly definitions of relationship marketing and (Shani and Chalasani, 1992) define it as a combined effort to maintain, identify and build up a linkage with separate customers and to continue to fortify the linkage for the common benefit of both sides, via interactive, one to one and value added contacts over a stretched out period of time. While (Gronroos,1990) described relationship marketing to be the establishing , maintaining, enhancing and commercializing of customer relationship so that the distinct purpose of the parties concerned are met which is done by a common exchange and fulfilment of agreements. This definition tries to encompass both the relational and transactional qualities of marketing. These two descriptions differ somehow but they both signify that relationship marketing centres on the individual customer and seller relationship and states that they both benefit. Plus the nature of the relationship is longitudinal. Moreover, they both indica te that the core of relationship marketing is on customer retention. On the other hand (Morgan and Hunt,1994), argue that relationship marketing represents all marketing activates destined towards launching, improving and preserving successful relational give and take or exchange. Taking into record that relational exchanges and transactional exchanges differ. From this definition relationship marketing is marketing plus Morgan and Hunt have as a result re described marketing and extended a paradigm shift. It is key for organisations to assess customer relationship stages (Figure 1.0) in order to evaluate the need for investment to make these customers move up the relationship ladder (Dwyer, Shurr and Oh, 1987, Kotler and Dubois, 2000) and turn out to be more profitable, or better implicit for cross-selling and offer them with personalized services establishing higher bond and switching cost. Suspects Prospects First-time Repeat Client Advocate Member Partner Customers Customers Traditional Marketing- Relationship Marketing- Figure 1.0.The relationship ladder: (Egan, 2001: p.59) However, marketing relationship is a give and take relationship parallel to intimate relationship (Clark 1984; Clark and Mills 1979; Kollock, Blumstein and Schwartz 1994). Each party involved in an exchange relationship provide value measurable to those received. Relationship Marketing and Customer Loyalty Relationship marketing recognises that a steady customer base is essential in business. The crux and feature of relationships and their business vale is summarized in the notion of customer loyalty and its correlated literature. The advantage of customer loyalty to a supplier of either which ever product or services, consist of enhanced organisational productivity or effectiveness, moderate expenditure on bringing together new customers and decreased customer price vulnerability.(Rowley, 2005) Although customers may show their loyalty in numerous ways; they may decide to remain with a supplier or provider, if this prolongation is described as relationship or not, or customers may escalate the amount of purchases or the regularity of their purchases or possibly both. Customers may become advocates of the brand or organization involved by performing an influential role in the decisions of others. (Hallowell, 1996; Reicheld et al, 2000). Even though there is substantial progress in the loyalty scheme. There has been an extensive argument about the benefit of loyalty schemes, to either customers or businesses. Certainly many have affirmed that such schemes have been unsuccessful (Divett et al, 2003; Worthington, 2000). Byrom, (2001) debated that with many organisations cancelling their scheme; those schemes were at somewhat of a crossroads. Critique of schemes fall down to three groups which are those that declare that the relationship among or between such schemes and the promotion of loyalty is vague; those that debate that organisations are not creating correct or proper use of data; and those that debate that the incentive structure in loyalty schemes are unsuitable. However according to (Jenkinson,1995) real brand loyalty is as a result of the emotional bond established by dialogue, trust , sense of value and ease of use, added satisfaction and frequency. Loyalty is the mirror image of the customers psychological and subconscious emotional necessity to trace a frequent source of satisfaction, identity and value. Samuelson and Sandvik, (1997) states that customer loyalty has been theorized as a collaboration of attitude and behaviour. There is a lot as to what makes up loyalty, this starts from repeat purchase to extended relationship (Dick and Basu, 1994). Furthermore (Hallowell, 1996) states that loyalty behaviours consist of relationship extension, enlarged scale or range of relationship, and suggestions. Although there is a positive link between customer loyalty and satisfaction (Soderlund, 1998). Moving on, the rewards or incentives are the basic structure or mechanism for motivating customers to indulge in the scheme. OBrien and Jones(1995) single out the following elements that add to the value of a loyalty scheme: choice of reclamation option( the list of incentives provided), cash value( How greatly the incentive stand for, as a part of spend), aspirational value ( how greatly the customer the incentive); relevance( the degree to which incentives are achievable) and convenience( simplicity of participation in the scheme). Parker and Worthington, (2000) debate that customer loyalty to an incentive scheme or reward scheme is most likely to be influenced by social factor, relative attitude and situational factors. Firstly customer loyalty is possibly influenced by satisfaction that a customer experiences regarding the level of return that they are accepting. Secondly, customer loyalty could be influenced by what is obtainable from other schemes and thirdly behaviour could be affected by other customers, social norms and the media. They continue to debate that the loyalty card that they examined did not pay its customers rightfully, as it was providing lower incentive values on products probably to be saved for. OMalley (1998) expatiates on the level to which many schemes have established customers who have come to anticipate an incentive as part of the regular shopping experience and assign a low value on rewards or incentives. Why Consumers enter into Relationship Marketing According (Sheth and Parvatiyar 1995), the basic axiom of relationship marketing should be or is that consumers like to cut back selection or choices by participating in a current loyalty relationship with marketers. This is a very fascinating and exciting argument and one that has intense suggestions for both the theory and marketing practice if correct. Moreover consumers sometimes go into relationships because it elevates the number of choices open to them. For each purchase decision, numerous options exist. CASE STUDY: HILTON HHONORS History: However Hilton Hotels and Resort from its name is into providing hotel accommodations and Hospitality to its customers which makes it a very good example, it is a worldwide company that has expanded vastly in every sector including its relationship marketing in order to retain customers through its Hilton HHonors loyalty scheme. Moreover this Hotel was founded by Conrad N. Hilton who opened the first Hilton hotel in Texas in 1925. Presently Hilton is one of the reputable hotel brands in the world. The hotel today is owned by Hilton Worldwide; they are managed, franchised or owned by several independent operators by Hilton Worldwide. Currently there are over 500 Hilton hotels brands in the world (Hilton Worldwide, 2012). Over the years Hilton has created brands; today they have about ten brands in over 78 countries in the world. In 2009 Hilton was formerly known as Hilton Hotel Corporations but changed its name and Logo to Hilton World then moved their headquarters in Beverly Hills to Mc Virginia. (Hilton Worldwide, 2012). Hilton HHonors: Marketing is grown from a centre point on the single transaction to developing or becoming increasingly apprehensive with the growth and support of equally satisfying long term relationships with customers. The success story of charity organizations, Tesco, banks, Hotels and others exploiting loyalty schemes is driving companies to take careful note. The most productive relationship marketing campaign makes room for viable benefits and promotes long term relationship with customers which are difficult to replicate (Gilbert, 1996). However, looking at the value proposition of the Hilton organisation, they try to establish loyalty among their customers by striving to delight them and expecting their changing aspiration while making sure that team members, who are important contributors to attaining this objective, are satisfied as well (Huckestein and Duboff, 1999). From this proposition it is obvious that the essential elements of product leadership and customer relationship must be attained. For the Hilton organisation the value and importance of the customer relationship has been elevated via its Hilton HHonors Loyalty programme. Hilton HHonors Benefits: It allows customers to earn both miles and points for a holiday at about 3,750 Hilton hotel brands worldwide and airline miles with partners of over 50 airlines. They provide numerous exclusive ways to accumulate points. Firstly a customer can earn them through hotel stays or with participatory credit cards; or a customer can deliberate on purchasing them if he or she feels shy of the trip to the Caribbean. One can also transfer them to their family who happens to be a member as well. The hotel also provides room to donate extra points to numerous charitable organizations. This loyalty program allows a customer to join free by registering online or offline to get a list of services and benefits that assist with directing a customers travel and rewarding the customers for their loyalty and offering customers with the undivided attention they deserve (Hilton HHonors, 2012). Loyalty Programme Classification: Hilton HHonor can be classified under the type 3 programs, it awards points to members according to their previous purchase or past purchases. This type 3 program needs a complete database that can trace a members purchase history and points. Some type 3 program persuades customers to escalate their purchases or reward substantial purchasers by creating program tiers. Hilton HHonors program provides tiers where substantial or heavy users can without difficulty build up free hotel rooms or can reserve a room on a basis that is unrestricted (Berma,2006). There are other organizations that use the type 3 program and they include Hotels like (Hyatt, Marriott rewards,) Airlines like (American Advantage) Credit card companies like (Discover card: The Mile Card, Citibank Premier Pass Elite,). Lots of type 3 programs include the partnerships of complimentary marketers like airline, car rental and hotel chains etc to enable a members gathering of points and to escalate the category of rewards options (Berma, 2006). HiltonHHonors are in partnership with airline and car rental services to facilitate the gathering of points. (Hilton HHonors, 2012) However, the company has four membership levels which include the Blue, Silver VIP, Gold VIP and Diamond VIP. Its calculated according to the number of stays in a 12 month period. It starts from no smallest amount for the Blue membership to 60 nights in a calendar year for the Diamond VIP membership. Moreover each category of membership has its own exclusive benefit which is: the Silver, Gold and Diamond VIP members are qualified for health club access while the Gold and diamond VIP members are qualified for accommodation upgrades and Only the Diamond VIP members can be assured reservations with their points with no collapsed or blackout dates. (Berma, 2006), Hilton HHonors Credit card: Hilton is known to also have co branded cards and the term co branding may simply mean the use of two or more brand names in marketing activates. This happens with the juxtaposition of brand names by labelling them side by side on a product (Blackett, 1999). Moreover Hilton has a number of co branded cards with financial companies in specific locations like Hilton HHonors cards from American Express, Citibank in the U.S, Platinum Visa card in the UK, Credit card in Germany, Visa card from Sunitomo Mitsui card co. Ltd in Japan etc. However this co branded cards allows customers earn bonus points from everyday purchases like groceries, gas, eating out etc. Customers can claim or redeem these points for flights, free hotel nights or merchandise. (Hilton HHonors, 2012). In further light, According to (McCleary and Weaver, 1991) they claim that Hotel and restaurant loyalty program were inspired by the success of airlines that give customers benefit for repeat purchase. However, these Programs look to improve the customers membership in an exclusive club with rewards from this membership such as gifts, free hotel accommodations etc. For the organisation or company the main aim is to compliment customers for their patronage and make it obvious that the company is very much interested in establishing and sustaining long term relationship with them. Hilton HHonors E- presence: Hilton HHonors has an e-presence (www.HHonors.com). The value of customer relationship has also been escalated through its loyalty program website. Via this website customers can sign up or register for rewards, hotel reservations, room preferences and so on. The characteristics of the Hilton Honors web site portray product leadership (Hilton HHonors, 2012). This site creates opportunity for interactivity between its members and the scheme in order to encourage brand and customer relationships plus customer data is also being collected and stored for future purposes for direct marketing via emails, Customized emails are sent based on a customers preferences. From the perspective of relationship, it lets customers retrieve their information and statements on the scheme. From the perspective of the brand, the brand web is duplicated and improves in the virtual world (Rowley, 2005). ANALYSIS EMPLOYING (WINER, 2001) CUSTOMER RELATIONSHIP MODEL Winer, Russell (2001) elaborated on the Customer Relationship Management process Model below; Figure 1.1 (Winer, 2001) Create a Database: Involves construction of customer information file which is the bedrock of customer relationship management. The database ideally should contain Customer transactions (Hotel Reservations), Contacts, explanatory information and rely to marketing incentives over time. However according to (Winer, 2001) Customer interaction quadrant, Hilton should be classified under the High-indirect box (Figure 1.2) Figure 1.2 (Winer, 2001) Customer Interactions Direct Indirect Banks Telecom Retail Airlines Packaged Goods Hotels Drugs Personal computers Internet Infrastructure Furniture Autos High Interaction Frequency Low Meaning they have to work harder to establish an Information file unlike the High -direct box which has quick and easy access to customer database E.g. Tesco. Hilton Database is also collected online up registration for the HHonors program. Analysis: Involves the analysis of established customer data with the aim of segmenting the customers by grouping those with the same behavioural pattern. This is then used to create several product offerings via direct marketing. Hilton does target the most valuable prospects for catalogue mailing and customizes the catalogues to several groups. Customer Selection: having established and analyzed the customer database information, the next step is to deliberate on which Customer group to target with marketing programs. The customers with most preferred segment (Highest purchasing rate) would be chosen first for retention programs followed by other segments. However Hilton applies this before embarking on marketing programs to encourage retention and customer acquisition. This is evident in their four membership levels. Customer Targeting: There are several ways of targeting customers after selection; they involve direct marketing techniques including telemarketing, direct mail and direct sales. This enables a company interact with customers rather than talk at them via television or radio. Hilton mainly invests time and money into telemarketing (Customer service) and direct mails in order to reach a desired audience. However today they seek permission from customers before sending mails. Relationship programs: these are techniques for executing Customer relationship marketing, the aim of this is to provide a higher level of satisfaction to customers than competing firms do. More over research has proven that there is a clear-cut positive relationship between profits and customer satisfaction (Winer, 2001). Mangers need to weight satisfaction levels by delivering performance ahead of customer expectation. Loyalty programs include frequency/Loyalty programs, Rewards programs, Customer service and Community Building. Hilton has taken the frequency/Loyalty program and Customer service as its Relationship Method which has worked to improve profitability. The Hilton HHonors as stated above provides rewards for repeat purchase. Privacy Issues: This extends through the CRM Model (Figure 1.1), Hilton uses database to provide service customers request and as a global brand they share this database with other Hilton worldwide brands to ensure same level of service. Hilton makes sure that personal information are handled according to the law. Usernames and passwords are however created for customers personal use. Metrics: This is the traditional ways managers employ in measuring the success of their product and service. Market Metrix uses Loyalty program effectiveness. It identifies the percentage of customers who affirm that their loyalty membership was the primary reason for picking the hotel. Market Metrix,( 2012) identified that Hilton hotel in 2009 had 34.6%, 2010 had 35.8% and in 2011 had 39.2% showing an increase in profitability. DRAW BACKS There are potential draw back in loyalty schemes, they are expensive, difficult to correct mistakes as the company may be seen by customers as taking away. Benefits; however there is the question whether the scheme actually works to escalate loyalty or spending behaviour plus it is also kind of difficult to have competitive advantage. (Winer, 2001) RECOMMENDATIONS These Loyalty schemes can be successful by elevating customers switching cost and building entry barriers. For the Hotel industry it has become a competitive necessity to create loyalty programs so incentives could also be encouraged for repeat visits to websites even though this has not been greatly successful. CONCLUSION This paper has reviewed some past literature on loyalty schemes along with some scepticism from a few scholars. The idea of the loyalty scheme is growing and becoming more refined each day. Hilton Hotel has created brand web through their loyalty scheme which has be expatiated above (Hilton HHonors) plus they have an E-presence. From the consumer relationship, those that the hotel refers to as most valued customers have considerably escalated their spending at the hotel. This increased or escalated spending is no doubt as a result of the customers envisioning an escalated value in their relationship with the hotel.