Brüchige Helden - brüchiges Erzählen : Mittelhochdeutsche Heldenepik aus narratologischer Sicht / / herausgegeben von Anne-Katrin Federow, Kay Malcher, Marina Münkler

• Record Nr.: UNINA9910467626003321
• Pubbl/distr/stampa: Berlin, [Germany] ; ; Boston, [Massachusetts] : , : De Gruyter, , 2018; ©2018
• ISBN: 3-11-052013-3
• Descrizione fisica: 1 online resource (224 pages)
• Collana: Texte und Studien zur mittelhochdeutschen Heldenepik, , 1611-7581 ; ; Band 11
• Disciplina: 831/.0320902
• Soggetti: Epic poetry, German - History and criticism; Heroes in literature; Electronic books.
• Lingua di pubblicazione: Tedesco
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Nota di contenuto: Frontmatter -- Danksagung -- Inhalt -- Narratologie und das Erzählen der mittelhochdeutschen Heldenepik. Eine Einleitung in orientierender Absicht / Federow, Anne-Katrin / Malcher, Kay / Münkler, Marina -- Brüchige Helden: Herzog Ernst und Kaiser Otto / Althoff, Gerd -- Von der Erfindung der Fokalisierung aus der Einsamkeit des Helden. Interne Fokalisierung und Topologie im ‹Otnit/Wolfdietrich A› / Federow, Anne-Katrin -- wie têt der wîse man also? Zur Motivierung des Antagonisten in Wolframs ‹Willehalm› / Kohnen, Rabea -- Räume der Artifizialität. Raum und Struktur im ‹Rosengarten A› / Greulich, Markus -- Vervielfältigungen des Erzählens in der ‹Heidelberger Virginal› / Zimmermann, Julia -- Dietrich als Christus - die Erzählung als Ikon. Zur Figurenidentität in mittelhochdeutscher Dietrichepik aus semiotischer Sicht / Malcher, Kay -- Narratologie und Sprachpragmatik. Die Erprobung eines Ansatzes zur Beschreibung von Figuren am Beispiel der ‹Kudrun› / Cordes, Teresa -- Unentschlossene Helden, unzuverlässige Erzähler: Narrative Ambiguität in Vergils ‹Aeneis› / Pausch, Dennis -- Kohärente Helden? Zur Darstellung von Dietrich, Etzel und Hildebrand in ‹Nibelungenlied› und ‹Klage› / Fahr, Svenja -- «Power resides where men believe it resides.» Die brüchige Welt von ; ‹Game of Thrones› / Koch, Lars -- Register
• Sommario/riassunto: Die narratologische Erforschung deutschsprachigen, heldenepischen Erzählens im Mittelalter steckt noch in den Kinderschuhen. Konsequent verfehlen die Konjunkturen moderner Erzählforschung und ihre Instrumente die entsprechenden Texte. Begründungen dafür liefern bekannte Einwände: Inwieweit müssen die primär an modernen Texten entwickelten Modelle zunächst historisiert werden? Ist von ihrer Anwendung auf heldenepische Texte überhaupt ein relevanter interpretatorischer Mehrwert zu erwarten? Solchen Fragen widmete sich 2016 eine Dresdner Tagung zum Erzählen in mittelhochdeutscher Heldenepik, deren Ergebnisse dieser Band versammelt. In exemplarischen Textanalysen schließen die Beiträge heldenepisches Erzählen auf und reflektieren Potentiale und Grenzen narratologischer Theoriebildung. Das Gravitationszentrum der Diskussion bildet dabei die narratologische Leitdifferenz von histoire und discours. Sie wird hier freilich nicht allein als kategoriale Bestimmung gefasst. Vielmehr diskutieren und konzeptualisieren die einzelnen Beiträge den begrifflichen Zusammenhang immer wieder und auf unterschiedliche Art und Weise neu. Sie machen dadurch das Konzept ,Narratologie' allererst systematisch befragbar.

Essential guide to marketing planning / / Marian Burk Wood

• Record Nr.: UNINA9910160277903321
• Autore: Wood Marian Burk
• Pubbl/distr/stampa: Harlow, England ; ; New York, United States : , : Pearson, , [2017]; ©2017
• ISBN: 1-292-18638-0; 1-292-11754-0
• Edizione: [Fourth edition.]
• Descrizione fisica: xxiii, 302p. : ill. (b&w)
• Disciplina: 658.802
• Soggetti: Marketing - Planning
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: Cover -- Brief Contents -- Contents -- Preface -- About the author -- Acknowledgements -- 1 Introduction to marketing planning -- Chapter preview: Marketing at Primark® -- The role of marketing planning -- The benefits of marketing planning -- Marketing in practice: Red Nose Day® -- The dynamic marketing plan -- The process of marketing planning -- Stage 1: Analyse the current situation -- Stage 2: Research and analyse markets and customers -- Essential checklist No. 1: Situational analysis -- Stage 3: Determine segmentation, targeting and positioning -- Stage 4: Set marketing plan direction and objectives -- Stage 5: Plan strategies, programmes and support -- Product and branding -- Marketing in practice: Nestlé KitKat® -- Price -- Channel and logistics -- Marketing communications and influence -- Marketing support -- Stage 6: Plan to measure progress and performance -- Stage 7: Implement, control and evaluate the plan -- Documenting a marketing plan -- Internal audit: The starting point for planning -- Three levels of planning for strategy -- Marketing and the mission statement -- Marketing in practice: Walmart® -- Essential checklist No. 2: The mission statement -- Chapter summary -- A closer look: Marketing at Primark® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 2 Analysing the current situation -- Chapter preview: Marketing at Loreal -- Environmental scanning and analysis -- Internal audit: identifying strengths and weaknesses -- ; External audit: identifying opportunities and threats -- SWOT analysis -- Marketing in practice: Experian® -- Analysing the internal environment -- Organisational resources and capabilities -- Current offerings -- Previous performance -- Marketing in practice: Coles® -- Business relationships -- Key issues -- Essential checklist No. 3: The internal environment.; Analysing the external environment -- Political factors -- Economic factors -- Social, cultural and ethical factors -- Technological factors -- Legal factors -- Ecological factors -- Competitive factors -- Marketing in practice: Michelin® -- Essential checklist No. 4: The external environment -- Chapter summary -- A closer look: Marketing at Loreal -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 3 Analysing customers and markets -- Chapter preview: Marketing at Ryanair® -- Analysing consumer and business markets -- Market definition -- Market changes -- Market share -- Marketing in practice: Specsavers® -- Analysing customers in consumer markets -- Characteristics and needs -- Cultural elements -- Social connections and opinion leaders -- Personal elements -- Marketing in practice: Nappies in China -- Essential checklist No. 5: Analysing customers in consumer markets -- Analysing customers in business markets -- Characteristics and needs -- Organisational and environmental considerations -- Internal and external relationships -- Marketing in practice: Samsung® Electronics -- Essential checklist No. 6: Analysing customers in business markets -- Researching markets and customers -- Primary and secondary research data -- Conducting marketing research -- Chapter summary -- A closer look: Marketing at Ryanair® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 4 Segmenting, targeting and positioning -- Chapter preview: Marketing at Nike® -- Benefits of segmentation, targeting and positioning -- The market segmentation process -- Choose the market -- Apply segmentation variables in consumer markets -- Marketing in practice: Whitbread's Premier Inn® -- Apply segmentation variables in business markets -- Marketing in practice: BASF® -- Evaluate and select segments for targeting.; Essential checklist No. 7: Evaluating market segments -- The targeting process -- Undifferentiated marketing -- Differentiated marketing -- Marketing in practice: BMW® Group -- Concentrated marketing -- Individualised marketing -- Segment personas -- The positioning process -- Deciding on differentiation -- Applying positioning -- Essential checklist No. 8: Planning for positioning -- Chapter summary -- A closer look: Marketing at Nike® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 5 Planning direction and objectives -- Chapter preview: Marketing at Lego® Group -- Marketing plan direction -- Growth strategies -- Non-growth strategies -- Marketing plan objectives -- Types of objectives -- Financial objectives -- Marketing objectives -- Marketing in practice: Danone® -- Societal objectives -- Marketing in practice: Bring back the bees -- Characteristics of effective objectives -- Marketing in practice: Hyundai® -- Essential checklist No. 9: Evaluating objectives -- From objectives to marketing-mix decisions -- Chapter summary -- A closer look: Marketing at Lego® Group -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 6 Planning for products and brands -- Chapter preview: Marketing at Reckitt Benckiser® -- Planning for products -- Product-mix and product-line decisions -- Cannibalisation -- Marketing in practice: Competition and cannibalisation -- Limited-time and limited-edition products -- Product life-cycle decisions -- New product development decisions -- Marketing in practice: Tesla Motors® -- Product attribute decisions -- Quality and performance ; decisions -- Feature and benefit decisions -- Design decisions -- Packaging and labelling decisions -- Essential checklist No. 10: Planning for products -- Planning for brands -- Brand identity -- Marketing in practice: Private brands -- Brand meaning.; Brand response -- Brand relationship -- Rebranding -- Essential checklist No. 11: Planning for brands -- Chapter summary -- A closer look: Marketing at Reckitt Benckiser® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 7 Planning for pricing -- Chapter preview: Marketing at IKEA® -- Understanding price and value -- Perceptions of value -- Marketing in practice: LVMH® -- Pricing based on value -- Analysing influences on pricing decisions -- Internal influences -- Organisational and marketing plan objectives -- Costs -- Targeting and positioning -- Marketing in practice: Poundland® -- Product decisions and life cycle -- Marketing-mix decisions -- Essential checklist No. 12: Pricing through the product life cycle -- External influences -- Customers -- Market and demand -- Marketing in practice: Walt Disney® -- Competition -- Channel members -- Legal, regulatory, ethical and sustainability considerations -- Making pricing decisions -- Setting pricing objectives -- Pricing new products -- Pricing multiple products -- Adapting prices -- Planning for prices to vary -- Chapter summary -- A closer look: Marketing at IKEA® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 8 Planning for channels and logistics -- Chapter preview: Marketing at Burberry® -- Analysing the value chain -- The value chain for services -- Flows and responsibilities in the value chain -- Reverse channels -- Planning for channels -- Marketing in practice: Uniqlo® -- Channel length decisions -- Marketing in practice: Amazon.com -- Channel member decisions -- Retail trends -- Marketing in practice: Pop-up shops -- Essential checklist No. 13: Planning for marketing channels -- Planning for logistics -- Inventory decisions -- Storage decisions -- Transportation decisions -- Order processing and fulfilment decisions.; Essential checklist No. 14: Planning for logistics -- Chapter summary -- A closer look: Marketing at Burberry® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 9 Planning for communications and influence -- Chapter preview: Marketing at Hyundai® -- The role of marketing communications and influence -- Word of mouth and buzz marketing -- Understanding marketing communications tools -- Advertising -- Sales promotion -- Personal selling -- Direct marketing -- Public relations -- Marketing in practice: Unilever® -- Developing a plan for marketing communications and influence -- Define the target audience -- Set the objectives and the budget -- Consider legal, regulatory, social and ethical issues -- Plan for tools, messages and media -- Plan for pre- and post-implementation analysis -- Schedule, implement and evaluate the campaign -- Marketing in practice: Neuromarketing and advertising -- Integrated marketing communications -- Planning advertising -- Planning messages -- Planning media -- Essential checklist No. 15: Planning for media -- Planning sales promotion -- Planning for customer sales promotion -- Marketing in practice: Birchbox® -- Planning for channel and sales force sales promotion -- Essential checklist No. 16: Planning for sales promotion -- Planning personal selling -- Planning direct marketing -- Planning public relations -- Defining the 'public' -- Planning and evaluating PR activities -- Chapter summary -- A closer look: Marketing at Hyundai® -- Apply your knowledge -- Build your own marketing plan -- Endnotes -- 10 Planning for digital, social media and mobile marketing -- Chapter preview: Marketing at Domino's® -- Planning for digital marketing -- Digital advertising and ad blockers -- Websites and optimisation -- ; Content marketing -- Essential checklist No. 17: Planning for content marketing.; E-mail and chat marketing.
• Sommario/riassunto: Use this 4th edition to gain insights from the experiences of marketers worldwide and apply your knowledge to develop a marketing plan of your own. Chapters guide you through researching your market, analysing your competitive situation, objectives setting and deciding on marketing strategies to develop a creative, effective marketing plan for any product.

Working paper

• Record Nr.: UNINA9910890805703321
• Pubbl/distr/stampa: Ithaca, N.Y., : Cornell Food And Nutrition Policy Program, c1990-
• Descrizione fisica: 1 online resource
• Disciplina: 363.8
• Soggetti: Nutrition policy; Nutrition policy - Developing countries; Agriculture - Economic aspects - Developing countries; Agriculture - Economic aspects; Developing countries
• Lingua di pubblicazione: Inglese
• Formato: Materiale a stampa
• Livello bibliografico: Periodico
• Note generali: Separately classified in LC before no. 23 (1991).; Title from cover.