Errichiello, Oliver Carlo; Zschiesche, Arnd - 2022 - 1st ed. 2022.
Lohas - A brilliant marketing idea -- Are there green trends? -- The brand as a social alliance system -- The brand from a … legal, economic and sociological point of view -- What brand really is -- Managing authentic brands -- The example of wooden … develop young brands -- The six principles of green brand management -- Conclusion and outlook: All green?. Translated with …