Google faces several challenges that threaten its business model. As search becomes integrated into other applications and software, Google risks losing traffic to its main search platform and the advertising revenue it generates. Competitors are also developing new ways of advertising that do not rely on traditional display ads. Maintaining its principles around privacy and censorship also presents difficulties in countries like China. While Google has diversified, it lacks a clear strategic focus, and it is unclear if its other ventures can generate sufficient revenue should it lose dominance in search and advertising.
AI and robotics are facilitating the automation of a growing number of “doing” tasks. Today’s AI-enabled, information-rich tools are increasingly able to handle jobs that in the past have been exclusively done by people, for example, tax returns, language translations, accounting, even some types of surgery. It has been reported that about 60 percent of all occupations have at least 30 percent of activities that are technically automatable, based on currently demonstrated technologies. This means that most occupations will change, and more people will have to work with technology.
AI and robotics are facilitating the automation of a growing number of “doing” tasks. Today’s AI-enabled, information-rich tools are increasingly able to handle jobs that in the past have been exclusively done by people, for example, tax returns, language translations, accounting, even some types of surgery. It has been reported that about 60 percent of all occupations have at least 30 percent of activities that are technically automatable, based on currently demonstrated technologies. This means that most occupations will change, and more people will have to work with technology.
Use the given link to download the complete folder with videos......
https://drive.google.com/open?id=1S0VFnCTGZxjTiAXRziES0BFDr83YfXFf
Powerpoint presentation on GOOGLE for school project or for seminars.
Containing contents related to history of GOOGLE, services of GOOGLE and career at GOOGLE.
Definitely going to enhance your must know knowledge for google.inc
Alphabet is a collection of companies w/c Google as the largest and its parent company. It focuses on prospering businesses through strong leadership. It offer opportunites by having a wide range of portfolios that hold several industries.
Google company Profile
Introduction
Mission and Vision
Product offerings
Industry analysis
SWOT analysis
competitor analysis
marketing Mix
Google Management
Current Events
Conclusion
Google's Negotiations with the Chinese Government in 2010Ankur Saxena
This paper chronicles Google’s presence in China during 2005-2010, analyzes Google’s dispute with the Chinese government over China’s Internet censorship requirements in 2010 and discusses how a better outcome could have been achieved for Google.
Artificial Intelligence and mobile robotics are transforming businesses and the economy: this deck explores possible futures for companies and workers.
Running head GOOGLE MANAGMENT1GOOGLE MANAGMENT8GOOGLE M.docxjeanettehully
Running head: GOOGLE MANAGMENT
1
GOOGLE MANAGMENT
8
GOOGLE MANAGEMENT
Author Name(s), First M. Last, Omit Titles and Degrees
Institutional Affiliation(s)
Table of Contents
Introduction to the company3
Who founded Google?4
How is Google funded?4
History of Company4
What impact has the brand had within its category?5
How have you differentiated yourself from your competitors?5
Mission of company5
Best practice6
Best practice into concepts8
It gives value to work8
Optimize efforts through analytical tools8
How could another organization adopt this best practice?9
Boosts flexibility at work10
Conclusion10
Introduction to the company
Google LLC is a US international technology organization that focusses on Internet-related products and services, which contain search engines, online marketing technologies, cloud computing, hardware, and software. The purpose of Google management is to organize all the information in the world and create it nearby and beneficial to everyone (Shane, & Wakabayashi, 2018).
The company Google was born as a search engine for more information on the web. Its main characteristic with respect to its competitors was its advanced system of analysis of relations between pages, which allowed a higher ranking or ranking. Google's next step was to use this information to introduce advertising and manipulate the ranking based on the payment for such advertising. The enormous benefits that the company achieves are reinvested in new services and new policies that have strengthened the individual-segmentation relationship, reaching perfect segmentation (Mingers, & Lipitakis, 2010).
Google is an American multinational company focusing on products and services linked to the Internet, electronic devices, software and other expertise. Google's key product is the Internet content search engine of the similar name, although it also provides other services such as an email service called Gmail, its Google Earth map and Google Maps service, the YouTube video website, others Web values such as Google News or Google Books, the Google Chrome web browser, the Google+ social network. It provides an easy and quick way to find info on the web, by access to a catalogue of over 8,168 million web pages. As said by the Google company, currently replies to above 200 million queries a day (Verma, et.al. 2015, April).
Who founded Google?
The American of Larry Page and the Russian Sergey Brin , are the founders of this magnificent company. In 1995, Page had finished his studies at the University of Michigan and went to do his graduate degree at Stanford University, California. In this same university he meets Brin, 21, who was in charge of teaching him the campus (Verma, et.al. 2015, April).How is Google funded?
Faced with the great and rapid growth, in the year 2000, Google develops what today gives them the highest proportion of their profits: Google Adwords. Which is a Digital Marketing strategy that is based on making money throu ...
Use the given link to download the complete folder with videos......
https://drive.google.com/open?id=1S0VFnCTGZxjTiAXRziES0BFDr83YfXFf
Powerpoint presentation on GOOGLE for school project or for seminars.
Containing contents related to history of GOOGLE, services of GOOGLE and career at GOOGLE.
Definitely going to enhance your must know knowledge for google.inc
Alphabet is a collection of companies w/c Google as the largest and its parent company. It focuses on prospering businesses through strong leadership. It offer opportunites by having a wide range of portfolios that hold several industries.
Google company Profile
Introduction
Mission and Vision
Product offerings
Industry analysis
SWOT analysis
competitor analysis
marketing Mix
Google Management
Current Events
Conclusion
Google's Negotiations with the Chinese Government in 2010Ankur Saxena
This paper chronicles Google’s presence in China during 2005-2010, analyzes Google’s dispute with the Chinese government over China’s Internet censorship requirements in 2010 and discusses how a better outcome could have been achieved for Google.
Artificial Intelligence and mobile robotics are transforming businesses and the economy: this deck explores possible futures for companies and workers.
Running head GOOGLE MANAGMENT1GOOGLE MANAGMENT8GOOGLE M.docxjeanettehully
Running head: GOOGLE MANAGMENT
1
GOOGLE MANAGMENT
8
GOOGLE MANAGEMENT
Author Name(s), First M. Last, Omit Titles and Degrees
Institutional Affiliation(s)
Table of Contents
Introduction to the company3
Who founded Google?4
How is Google funded?4
History of Company4
What impact has the brand had within its category?5
How have you differentiated yourself from your competitors?5
Mission of company5
Best practice6
Best practice into concepts8
It gives value to work8
Optimize efforts through analytical tools8
How could another organization adopt this best practice?9
Boosts flexibility at work10
Conclusion10
Introduction to the company
Google LLC is a US international technology organization that focusses on Internet-related products and services, which contain search engines, online marketing technologies, cloud computing, hardware, and software. The purpose of Google management is to organize all the information in the world and create it nearby and beneficial to everyone (Shane, & Wakabayashi, 2018).
The company Google was born as a search engine for more information on the web. Its main characteristic with respect to its competitors was its advanced system of analysis of relations between pages, which allowed a higher ranking or ranking. Google's next step was to use this information to introduce advertising and manipulate the ranking based on the payment for such advertising. The enormous benefits that the company achieves are reinvested in new services and new policies that have strengthened the individual-segmentation relationship, reaching perfect segmentation (Mingers, & Lipitakis, 2010).
Google is an American multinational company focusing on products and services linked to the Internet, electronic devices, software and other expertise. Google's key product is the Internet content search engine of the similar name, although it also provides other services such as an email service called Gmail, its Google Earth map and Google Maps service, the YouTube video website, others Web values such as Google News or Google Books, the Google Chrome web browser, the Google+ social network. It provides an easy and quick way to find info on the web, by access to a catalogue of over 8,168 million web pages. As said by the Google company, currently replies to above 200 million queries a day (Verma, et.al. 2015, April).
Who founded Google?
The American of Larry Page and the Russian Sergey Brin , are the founders of this magnificent company. In 1995, Page had finished his studies at the University of Michigan and went to do his graduate degree at Stanford University, California. In this same university he meets Brin, 21, who was in charge of teaching him the campus (Verma, et.al. 2015, April).How is Google funded?
Faced with the great and rapid growth, in the year 2000, Google develops what today gives them the highest proportion of their profits: Google Adwords. Which is a Digital Marketing strategy that is based on making money throu ...
Daniels Fund Ethics Initiative University of New Mexico .docxtheodorelove43763
Daniels Fund Ethics Initiative
University of New Mexico
http://danielsethics.mgt.unm.edu
This material was developed by Jennifer Sawayda under the direction of O.C. Ferrell and Linda Ferrell. Stephanie Amalfitano and
Matthew Moody worked on a previous edition of this case. It is provided for the Daniels Fund Ethics Initiative at the University of New
Mexico and is intended for classroom discussion rather than to illustrate effective or ineffective handling of administrative, ethical, or
legal decisions by management. Users of this material are prohibited from claiming this material as their own, emailing it to others, or
placing it on the Internet. Please call O.C. Ferrell at 505-277-3468 for more information. (2012)
Google: The Quest to Balance Privacy
with Profits
INTRODUCTION
When Sergey Brin and Larry Page created their search engine “BackRub” in 1996, they could not
have imagined at the time what the future held for their creation. BackRub was unique in that it
used links to rank web pages. Before this time, search engines tended to use algorithms that only
took into account key words, so when a certain item was searched, the user might receive links to
webpages that were both legitimate and less legitimate (or irrelevant). Brin and Page’s algorithm,
which they dubbed PageRank, accounted for links, roughly equivalent to citations, which went into
and out of the website. This complex mathematical algorithm worked. Results were ranked
according to their relative importance, allowing users to see the most “legitimate” search results
first. In 1998, the search engine Google was officially born, named after the term “gogol,” a
mathematical term for a 1 followed by 100 zeros.
Google’s ease of use for users propelled the search engine to its number one status, ousting
competing search engines such as WebCrawler and Infoseek. As Google gained in popularity, it
expanded into a number of different ventures, including advertising, book publishing, social
networking, and mobile phones. The company also acquired or owns a number of other well-known
sites, such as Orkut (a social-networking site popular in Brazil and India), the photo-sharing site
Picasa, and YouTube, the most popular video sharing site in the world. In 2011 it launched Google+,
a social networking site being watched carefully by its competitor Facebook. For four consecutive
years, Google was considered to be the most valuable brand in the world (although it was
surpassed by Apple in 2011). Approximately 2 billion searches a day are performed through
Google’s search engine.
As is common with most large companies, Google has experienced its share of ethical issues. Its
mantra “Don’t Be Evil” was questioned after it entered China, where it allowed the government to
censor some of its sites. Its wide reach and its plans to publish millions of books online has incurred
lawsuits from both publishers, who accused the co.
My final paper for my MBA Capstone class, based on "Google's Strategy in 2012" by John E. Gamble. Includes a SWOT analysis and suggestions on how Google can move forward.
Ethics and Management7Google” Ethics and ManagementIs.docxgitagrimston
Ethics and Management
7
“Google” Ethics and Management
Isaac Moreno, Roy Rexroat, and Christina Ramirez
Hawaii Pacific University
Lindsey A. Gibson, PhD
November 25, 2014
EXECUTIVE SUMMARY
The objective of the review is to provide an ethical and moral perspective within management and to instill a good guidance system for business organizations with estimation on the usefulness and competence of the use of Google’s Internet websites as a communication tool for information distribution. It emphasizes the importance of related issues such as behavior management system, and accessibilities. This information will also discuss the main challenges faced when managing their website. Google has established for a variety of purposes one thing is for sure, is that information dissemination to personnel can be used as a platform to manage e-business applications with top efficiency. A requirement for good ethical behavior is to have an excellent website which can effectively govern online with a functioning decision making mechanism enabling good interaction between key initiatives.
Website governance and strategy must be well devised by having the ability to align and incorporate well with other business strategies. Three of these major strategies deal with communication, funding, and human resources. The execution taking Google to the top would be to use a good website strategy which must be through clear, consistent, and all-inclusive with timely regulations and directive guidelines. The implementation of an ethical system would help centralize all website-related activities. The most important characteristics of a good management system will be out to ease when being used by top management, customizable workflow, high protection and a multilingual foundation.
The current level of employment and related training resources for website management are currently insufficient, considering the significance and impact that websites have on the organizations’ which are mandated. Without appropriate funding and experienced management, a website would lose its effectiveness and value in a short period of time. Having a good management system in an organization are faces various challenges for unifying their web presence through efficient content and having an application of consistent online trademark. Attentiveness should be increased by the organization at large to other departments in which the web can continue to develop, and that it would require considerable and sustained assets in human resources and training.
For most of these challenges, they will curtail from the decentralized structure of most management system and websites in terms of content generation, due to the lack of overall web governance, executive web strategy integrated with business communications, standard guidelines, policies and expertise. Listed below are the suggestions addressed to all departments of Google. Other recommendations proposed for the considerations for top ma ...
This is the second annual instalment of our January "success" seminar.
I came up with the idea last year when I wanted to do something a little different in a seminar and asked myself the question "If I had an hour to tell some friends about the best current opportunities in web marketing, what would I talk about?"
We had great feedback at the Seminar and if I can find the time I'll create a screencast of the slides and put the whole presentation online.
These slides are not "complete" without the presentation, but you may find them of interest if you're interested in seeing what sort of opportunities excite someone who's now been in the industry for 12 years!
Dissertation: Success, Challenges & How to Stay on Top (Grade A: 77%)Tennessee Watt
My MSc Capstone Report was a Strategic Management case study on the Google Ads platform, competitive challenges, and strategic options going forward. (Grade: 77%)
Global economics presentation. China'a role in the global economy. The presentation consists of Background,
GDP, Trade, Bad Publicity, Wages & Financial, and Economic Growth
Presentation for Leading Effective Global Teams MBA 6011.
What technology is available which allows Global Virtual teams to improve their productivity?
1. Running head: MBA 6010: CHALLENGES GOOGLE MAY FACE
MBA 6010: Challenges Google May Face
University of Fredericton
May 28, 2016
Alexis Theriault, Thao Ly, William Allen, Xun Zhao
2. MBA 6010: CHALLENGES GOOGLE MAY FACE 2
Contents
MBA 6010: Challenges Google May Face....................................................................... 3
SWOT ............................................................................................................................. 3
The 10 Principles of Google's Corporate Philosophy..................................................... 4
1. Focus on the user and all else will follow............................................................... 4
2. It's best to do one thing really, really well. ............................................................. 5
3. Fast is better than slow............................................................................................ 5
4. Democracy on the web works................................................................................. 5
5. You don't need to be at your desk to need an answer.............................................. 5
6. You can make money without doing evil................................................................ 5
7. There's always more information out there............................................................. 6
8. The need for information crosses all borders.......................................................... 6
9. You can be serious without a suit............................................................................ 6
10. Great just isn't good enough.................................................................................. 7
Google’s challenges........................................................................................................ 7
Strategy ........................................................................................................................... 8
References......................................................................................................................... 10
3. MBA 6010: CHALLENGES GOOGLE MAY FACE 3
MBA 6010: Challenges Google May Face
Google has definitely become a large player in the global search engine industry, which it
has been able to use to produce the majority of its revenue advertising. It seems at the time
Google is simply a large advertising firm, which might someday become their downfall. A search
of the internet for anything negative regarding Google is very difficult, even on other search
engines such as Bing. However, by analyzing what critics and stakeholders are saying, some of
Google’s weak spots can be determined and any challenges identified.
SWOT
Looking at the SWOT below it can be seen Google has some areas they should be
concerned about and should be working toward eliminating, or improve stakeholder perceptions.
Strengths Weakness Opportunities Threats
- Online advertising - Search engine can't
search for credibility
- Android OS - other search engines, Bing,
Yahoo, baidu, Yandex- AdWords - Mobile search apps
- Android OS - Costly R&D - Other countries; China - Google +
- Innovation - Primary revenue
from Ads
- Legal/Privacy - Advertises changing how
they advertise- Chrome
- Censorship
Some of the weakness’ and threats not only pose an advantage to their competitors but
demonstrate some of the challenges Google may face in the coming years. With the rapidly
changing search technology, for example, increased search integration into software such as
Microsoft office and mobile device applications, Google is at risk of losing users and thus
revenue simply due to less traffic thru their website and searches applications. With revenues
from ads being Google’s primary source of income, this shift could greatly affect their financials.
Couple this with the threat of how companies are starting to advertise. Advertisers know people
are no longer watching ads, either skipping or switching applications while the ads are playing.
4. MBA 6010: CHALLENGES GOOGLE MAY FACE 4
For this reason, advertisers have been looking for innovative ways to advertise without actually
placing a thirty second or longer ad video in browsers, on YouTube, or other applications.
In the opportunity and threat category, there is legal/privacy and censorship, both of these
areas should be a major concern, especially when it comes operating in other countries. In China,
for example, the government has much control over the internet and there is a large amount of
censoring of information available to citizens. In order to fully operate in China, Google would
be required to breach some of the privacy of their users in order to follow China laws.
If we look further into Google’s search engines, one of the items which users are starting
to become disappointed with is the bias or manipulation of search results, which happens in the
name of advertising. “Even Google has acknowledged that its becoming really difficult to
differentiate between real good content, good content and average content as a search engine
can’t check for the credibility of all the information.” (Marketing91, n.d.). For example, some of
the top search results in any given search may be simply the top bidders, and may actually, be of
less quality then the content people are really looking for.
The 10 Principles of Google's Corporate Philosophy
By analyzing Google’s philosophy, any gaps can be identified and strategic plans updated
to reflect action which will need to be taken in order to comply with their own beliefs.
1. Focus on the user and all else will follow.
“Google has may products which nowadays are indispensable for almost all their users”
(Haldipur, 2013). It can be said Google is a “Jack of all trades”, besides the search engine and
advertising have they mastered any? Have they diversified too much and are actually failing
users by continuing to invest areas which users just don’t see a value in or know exist?
5. MBA 6010: CHALLENGES GOOGLE MAY FACE 5
2. It's best to do one thing really, really well.
That one thing is search. Google has revolutionized the way people search, however, has
Google just become an advertising firm, with the majority of their revenue coming from ads.
Once the newer methods of search are developed, for example, Microsoft is working on
incorporating search directly into their office programs, people will no longer be required to open
browsers to search, this will also remove the advertising which many users are really not
interested in.
3. Fast is better than slow.
How can we complain about this, “Google may be the only company in the world whose
stated goal is to have users leave its website as quickly as possible” (Gamble, 2012).
4. Democracy on the web works.
By utilizing “PageRank”, “Google is able to determine which sites have been “voted” the
best sources of information by those most interested in the information they offer” (Gamble,
2012). Being an advertising company, this will have a large impact on ad revenue from those
lesser websites.
5. You don't need to be at your desk to need an answer.
This will definitely be a challenge, Google will find it difficult to have a presence on
mobile devices which are not android based, especially if their competitors are working on ways
to develop search technology which will no longer require Google or their technology.
6. You can make money without doing evil.
Operating in China the way they want would break China Laws, user’s data would be
compromised, and be subject to censorship, many people would call this evil. Users will
6. MBA 6010: CHALLENGES GOOGLE MAY FACE 6
eventually want to do a search either in a browser or on YouTube and not be subject to ads, How
will Google respond to this? Many users are already at that point, refusing to watch ads.
7. There's always more information out there.
The trouble is finding the data you’re looking for. As more and more data is added t the
internet, Google will be tasked with innovating new ways in which users will be able to find
relevant information. The problem will be how to give both advertiser and users what they want
without compromising the search results.
8. The need for information crosses all borders.
The major problem Google faces is providing information to users in other countries
which are heavily censored. How will they do this? Will they choose to find ways around
legislation, find ways route users outside the country (i.e. China) or simply pull out entirely from
countries which they cannot provide the service they want to /need to?
9. You can be serious without a suit.
This is part of the philosophy which talks to the people being the most important. We are
to believe they have a great team of individuals who work well with each to create a difference.
However, according to statements made by current and past google employees,
“Unfortunately, in spite of the common belief, I think the average level of Google
engineers is mediocre. With a lot of arrogance, too. Everybody believes he (males
dominate) is better than his neighbor. So it is really hard to discuss any issue unless it is
your friend you are talking to. Objective discussions are pretty rare since everybody's
territorial, and not interested in opinions of other people unless those people are
Important Gods." (Edwards, 2013).
7. MBA 6010: CHALLENGES GOOGLE MAY FACE 7
How can any company claim be an effective team when employees feel this way? When it comes
to managers, “mediocre thinking of middle management types who are completely focused on
metrics to the exclusion of all other factors. They don't want to rock the boat…” (Edwards,
2013). This being said, their managers now become a liability who rely too much on the name
“Google” and expect everything to be forever.
10. Great just isn't good enough.
Google works hard at anticipating what users need/want and then works on innovating to
produce those products, (Gamble, 2012). But do users need these products, just because Google
says so? For example, Google Glass, the world just wasn’t ready for it.
Google’s challenges
Google faces many challenges implementing the strategy they would like in many cases
such as Adwords. Concerning Adwords, although their strategy is sound and that it does help
users that use the Google search engine help them find what they are looking for as well as their
cost per click good value for their customers, in terms of revenue, Google isn’t even noted above
the 5% in the ad revenue global share as Facebook controls the majority of that market share.
Google is facing an uphill battle in internet advertising and although they are a behemoth for the
search engine, their other internet ventures may not be as successful. Google has tried on
multiple occasions to incorporate social networking one way or another by tying everything back
to their Gmail accounts to keep users using their products. However, people are heavily invested
in Facebook for social media, and Google still has no answer for professional networking such as
LinkedIn or even Twitter in microblogging.
Google faces problems implementing its mobile strategy as well. Google has the front
page of the internet for most users as they’ll look on Google to find something on their laptops
8. MBA 6010: CHALLENGES GOOGLE MAY FACE 8
but on mobile devices, it’s a different ballgame. Smartphone users will use the app and other
alternatives to Google on their phone to look up places, gifts or even distractions. The number of
these apps will interfere with the google search market share over time as they are being tailored
to the specific needs or devices of the users. However, Google is already trying to solve the
problem by having added voice-activated search technology to find the resources online or to
find the best app for the user’s needs. However, this was due to their acquisition of AdMod in
2009 (Levy, 2014). Their rivalry with Apple is huge on the device choices for their software for
mobile devices and even though the number of apps for both companies is similar, Apple is still
retaining their lead. Since the product launch customers that wanted a mobile phone and/or a
tablet have already gotten one and have slowed the industry. Google is no longer growing as
much as it used to and if that is the case, may lose its share of top talent employees to whatever
the next best thing may be.
Strategy
Google’s strategy is based on their philosophy, besides stating their strategy involves
differentiation and Blue Ocean, does it really say anything about what they have planned. It
seems lately they are working on a little bit of everything and have diversified much of their
R&D into small units, working independently. Google’s strategy appears to be more about being
great then about how they will get there. “A company exhibits strategic intent when it
relentlessly pursues an ambitious strategic objective, concentrating the full force of its resources
and competitive actions on achieving that objective.” (Thompson, A. A., Peteraf, M. A., Gamble,
J. E., & Strickland, A. J., 2016, p. 40). It’s hard to say if Google is actually achieving this, many
would believe they are merely trying to anticipate what the next great thing will be and try to be
9. MBA 6010: CHALLENGES GOOGLE MAY FACE 9
the first to put it on the market, i.e. Google Glass, Driverless cars. If Google loses the whole
search engine and advertising revenue, will these other endeavors be enough, probably not?
10. MBA 6010: CHALLENGES GOOGLE MAY FACE 10
References
Edwards, J. (2013). Google Employees Confess The Worst Things About Working At Google.
Retrieved from http://www.businessinsider.com/google-employees-confess-the-worst-
things-about-working-at-google-2013-11
Gamble, J. (2012). Google's Strategy in 2012. Case 13. 168-186.
Google's new AdWords policy explained. (2010). Managing Intellectual Property, 110.
Haldipur, R. (2013). Google's Stakeholders. Retrieved from
http://raunakhaldipur.blogspot.ca/2013/02/googles-stakeholders.html
Levy, A. (2014, Aug 19). Five problems Google faces in the next 10 years. Retrieved from
CNBC: http://www.cnbc.com/2014/08/17/five-problems-google-faces-in-the-next-10-
years.html
Marketing91. (n.d.). SWOT analysis of Google. Retrieved from Marketing91:
http://www.marketing91.com/google-swot-analysis/
Micah. (2015). What Are Google’s Vulnerabilities? Retrieved from
http://greatleapstudios.com/blog/search-engines/what-are-googles-vulnerabilities/
Search Optics becomes Google AdWords premier partner. (2015). Telecomworldwire.
Smith, R. (2010). GOOGLE MEANS EVERY. Research Technology Management, 53(1), 67-69.
Thompson, A. A., Peteraf, M. A., Gamble, J. E., & Strickland, A. J. (2016). Crafting and
Executing Strategy: The Quest For Competitive Advantage, concepts, and cases
(20th Ed.). New York, NY10121: McGraw-Hill Education.