LEADER 01182cam0-2200337---450- 001 990005816210403321 005 20130405120710.0 010 $a0817306757 035 $a000581621 035 $aFED01000581621 035 $a(Aleph)000581621FED01 035 $a000581621 100 $a19990604d1993----km-y0itay50------ba 101 0 $aeng 102 $aUS 105 $ay-------001yy 200 1 $aHeartland English$evariation and transition in the American Midwest$fedited by Timothy C. Frazer 210 $aTuscaloosa$cUniversity of Alabama Press$d1993 215 $aXI, 310 p.$d24 cm 300 $aSul frontespizio: A publication in the Centennial series of the American Dialect Society in celebration of the beginning of its second century of research into language variation in America 610 0 $aLingua inglese$aStati Uniti d'America 676 $a427.977 702 1$aFrazer,$bTimothy C. 801 0$aIT$bUNINA$gRICA$2UNIMARC 901 $aBK 912 $a990005816210403321 952 $a427.977 FRA 1$bDIP.FIL.MOD. 8326$fFLFBC 952 $a427.977 FRA 1 BIS$bDIP.FIL.MOD. 7175$fFLFBC 959 $aFLFBC 996 $aHeartland English$9567847 997 $aUNINA LEADER 05881nam 2200433 450 001 9910523885003321 005 20220917162850.0 010 $a3-658-36060-7 035 $a(MiAaPQ)EBC6875606 035 $a(Au-PeEL)EBL6875606 035 $a(CKB)21022967600041 035 $a(EXLCZ)9921022967600041 100 $a20220917d2022 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 10$aGreen branding $ebasics, success factors and instruments for sustainable brand and innovation management /$fOliver Errichiello, Arnd Zschiesche 210 1$aWiesbaden, Germany :$cSpringer,$d[2022] 210 4$d©2022 215 $a1 online resource (161 pages) 311 08$aPrint version: Errichiello, Oliver Green Branding Wiesbaden : Springer Fachmedien Wiesbaden GmbH,c2022 9783658360597 320 $aIncludes bibliographical references and index. 327 $aIntro -- Preface -- What Is This Book About? -- Contents -- About the Authors -- 1: Challenges of Green Brand Management -- 1.1 Green Biodiversity -- 1.1.1 Green Wish Concert? -- 1.1.2 ``Making Money´´ as a Green Problem -- 1.2 Brand Is Modern Home -- 1.2.1 Restless and Homeless Through Life -- 1.2.2 Green Trust Only Comes About Through Reliability of Commitment -- 1.2.3 Long-Term Oriented Brands Do Not Tell (Advertising) Lies: Green- and Bluewashing -- 1.2.4 Purpose Concepts as Added Value -- 1.2.5 Brand Work Is Always Cause Work -- References -- 2: Green Consumption -- 2.1 Clarification of Terms: What Does ``Green´´ Mean? -- 2.1.1 Sustainability -- 2.1.2 Corporate Social Responsibility -- 2.1.3 Organic and Biological -- 2.1.4 Fair Trade -- Organic Versus Regional -- Definition of ``Green´´ -- 2.2 Social-Historical Development: From the Anonymous Crowd to the Individual Crowd -- 2.2.1 The Green Me -- 2.2.2 Start of the Green Idea -- 2.3 History of the Organic Sector -- 2.3.1 The First Makers -- 2.3.2 The First Forms of Sale -- 2.3.3 Turn of the Century from the 1980s -- Summary -- 2.4 The Economic Importance of the Organic Sector Today -- Real Consumer Behaviour Using the Example of SUVs -- 2.5 Expansion of the Green Consumption Zone -- 2.5.1 Green Clothing -- The Green Fashion Market in Figures -- 2.5.2 Furniture and Construction -- 2.5.3 Tourism -- 2.5.4 Finances -- Commerzbank: The ``Green´´ Among the ``Giants´´ -- 2.5.5 Consumer Goods -- Summary -- 2.6 The Famous Lohas: A Brilliant Marketing Idea -- Five Megatrends Characterize the Lifestyle of Lohas -- 2.7 Are There Green Trends? -- 2.7.1 Brand Sociological Critique of Trend Affinity -- 2.7.2 Media Theme Change -- 2.7.3 Acceleration as Actual Content -- References -- 3: Understanding the Brand -- 3.1 A Tricky Thing: The Brand as a Social Alliance System. 327 $a3.1.1 No Goods Market Without Branded Goods -- 3.1.2 Karl Marx: The First Brand Theorist -- 3.2 Two Thousand Years of Brands and Advertising -- 3.2.1 A ``Good Name´´ Is Created When (Pre-)Trust Exists -- 3.2.2 Orientation in the Flood: Rocking Children and Checking e-Mails -- Examples -- 3.2.3 Economics Means Fighting Prejudices -- 3.3 What Is a Brand? -- 3.3.1 The Trade Mark from a Legal Point of View -- 3.3.2 The Brand from an Economic Perspective -- 3.3.3 The Brand from a Socio-Economic Point of View -- What Is Brand Sociology? -- How Does a Brand Interpret Its Performance Field Over Time? -- 3.4 Brand Is This -- 3.4.1 Abstract Means Nothing -- Example -- 3.4.2 Only Limit Creates Power -- 3.4.3 Compressing Power -- 3.4.4 Reducing Everyday Complexity -- 3.4.5 Omission as a Virtue -- Brand Sociological Causal Chain -- References -- 4: Development, Evolution and Management of a Green Brand -- 4.1 Green Brand Management Using the Example of Wooden Radio -- 4.1.1 Initial Situation -- 4.1.2 New Craft: The History of Wooden Radio -- 4.1.3 Brand Development of Wooden Radio -- 4.2 The Success Profile of Green Brands Using the Example of Wooden Radio -- 4.2.1 Step 1 to Strengthen Value Creation: How to Organise an Analysis of the Success Profile? -- Success Profile: Structure of the Analysis Process -- 4.2.2 Step 2 to Strengthen Value Creation: Where and What to Look for to Determine the Success Profile of the Brand? -- Questionnaire on the Product Field of Action -- Questionnaire for the Field of Action Advertising/Communication -- The 4-K Scheme -- Questionnaire for the Field of Action Population -- Questionnaire on the Field of Action Distribution -- Questionnaire for the Field of Action Management -- 4.2.3 Step 3 to Strengthen Value Creation: What Exactly Describes the Success Profile of the Brand? -- What Makes a Success Brick a Success Brick?. 327 $a4.2.4 Step 4 to Strengthen Value Creation: Impact on Day-to-Day Operations -- 4.3 How to Redevelop Green Brands? -- Guiding Questions for Brand Building -- References -- 5: Brand Management: The Six Principles of Green Brand Management -- 5.1 Green Brands Create Community Through Transparency -- Example -- 5.2 Green Brands Are Limited to Their Own Performance Territory -- 5.3 Green Brands Communicate Selected Aspects of the Value Chain -- Example -- 5.4 Green Brands Use Facts, Evidence of Competence and Explanatory Examples -- Example -- 5.5 Green Brands Maintain Their Self-Similar Performance and Advertising Pattern -- 5.6 Green Brands Tie in with Collective Resonance Patterns -- Example -- Reference -- Appendix: Conclusion and Outlook-Brand Instead of Capitalism -- Reference -- Index. 606 $aBranding (Marketing) 615 0$aBranding (Marketing) 676 $a658.827 700 $aErrichiello$b Oliver$f1973-$01251338 702 $aZschiesche$b Arnd 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910523885003321 996 $aGreen branding$92914362 997 $aUNINA LEADER 00978nam a22002531i 4500 001 991002680359707536 005 20040622092110.0 008 040624s1985 au a||||||||||||||||ger 035 $ab12961322-39ule_inst 035 $aARCHE-091900$9ExL 040 $aDip.to Beni Culturali$bita$cA.t.i. 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