Index

A

AAA, 165

Abrams, John, 15

Abundance, 3, 45, 61, 64, 109, 128, 187–188, 190, 198, 201, 203

awareness of, 60, 63

as business model, 62, 63, 87, 95
as marketing strategy, 128–129
versus market share, 59, 61, 188

versus prosperity, 61, 64

versus scarcity, 59, 60, 64

Abundance consciousness, 60

Acción, 12

Accountability, 28

Accurate Writing & More, 76, 206

Activism:

environmental, 8, 120–121, 180–181, 191
social, 7–8, 82–83, 171–173, 176, 178–180

Adbusters collective, 176

Adobe, 90

Advertising, 54, 56

alternatives to, 79, 114, 155

broadcast, 76

classified, 56, 152, 206

cooperative, 66–68, 79–80, 96, 155

cost of, 51, 56, 157

direct mail, 98, 139, 152, 155, 206

via e-mail, 35, 78

effectiveness of, 19, 34, 56, 133, 152

focus of, 153, 169
on the Internet, 115, 129, 152

layout, 133, 166
Ogilvy’s 12 principles of, 133, 135

print, 54, 68, 75, 77, 129, 159, 206

publicity versus, 43, 137

ratio to sales, 40
versus reputation management, 171

saturation, 34, 51, 53

and testimonials, 75

in toilet stalls, 35

traditional, 152

Yellow Pages, 55, 75, 98, 152

Advertising Age, 172

Advertising Performance Equation, 56

Agriculture, organic, 114, 116–117, 189

Agritourism, 117

Aharoni, Talia, 22

AIG, 28
Alexa, 139

Alinsky, Saul, 176

Alliance to Save Energy, 115

Amazon.com, 31, 71, 72, 155, 173

American Association of Advertising Agencies, 34

American Humane Association, 23

American Sign Language, 129

America Online. See AOL

Andersen, Arthur, 42

Anderson, Eric, 91–92

Anderson, Kare, 154

Anderson, Ray, 198

Antion, Tom, 159

AOL, 35, 78, 90, 172

Apple Computer, 70, 88–90, 92, 105, 106, 119

AppleLink, 90

Apple II, 88

Arthur Andersen, 42, 62

“Ask Not What Your Country Can Do for You” speech, 178

Aspen Institute, The, 13, 15

Associations, 8, 66, 69, 73, 80–81, 96, 106, 116–117, 159. See also organizations

AT&T, 75

Authenticity, 21, 99, 134, 163

Author appearances, 154

Autodesk, 115

B

Bailout, U.S. financial industry, 12, 28

Bait-and-switch, 32

Barber, Dan, 117

Barefoot, Darren, 139, 141

Barter, 157–159

Bauer, Christopher, 23, 46, 200

BCentral, 137

Beal, Andy, 173

Bellows, Susan, 39

Ben & Jerry’s, 14, 82–83, 114, 183–185

BerkShares, 116

Berrigan, Dan and Phil, 176

Best-practices training, 71

Beta test, 54

Better Business Bureau, 171

Better Ethics Now, 23

BJ’s, 98

Blackberry, 90, 148

Blackshaw, Pete, 20–21

Blackwater, 84. See Xe

Blogger, 172

Blogs, 21, 139, 140, 144, 146, 164, 173, 174, 206

Bly, Bob, 72

Body Shop, The, 82

Boeing, 11

Book Business, 110

Book Expo America, 110

Book signings, 154

Books, list of, 205

Booz Allen Hamilton, 13

Boston Globe, 137

Boycotts, consumer, 7–8, 20, 173

BP, 11

Brand, building, 83, 105, 130, 137, 145, 147, 168, 185

Bridgestone/Firestone, 22

Brogan, Chris, 119, 147

B to B, 147

B2B. See marketing, business-to-business

B2C. See marketing, business-to-consumer

Bucaro, Frank C., 17

Buick, 104

Bundling, 66–69, 81, 155

Burg, Bob, 45–47, 197

Business Alliance for Local Living Economies, 117

Business Ethics, 13. See also CRO, The

Business Ethics Pledge, 198–200, 207

Business Networking International, 47

Business Week, 10

Buy Local movement, 11, 118

Byers, Patrick, 21

C

Calacanis, Jason, 171–172

Cambridge University, 14

Canadian Code of Advertising Standards, 120

Canadian Competition Bureau, 120

Canadian Standards Association, 120

Carbon footprint, 107, 116, 192

Carbon labeling, 108

Carnegie, Andrew, 179

Carnival, 115

Carter, Jimmy, 177

Catch a Piece of Maine, 163–165

Category killers, 90, 100

Causewired, 172

Center for Investigative Reporting, 118

Chamber of commerce, 66, 157

Chappell, Kate, 119

Chappell, Tom, 119

Charities, tie-ins with, 84–85, 184

Charity, 23, 82, 84, 139, 146, 156, 157, 183, 185

Chelsea Green, 15, 145

Chevrolet, 68

Chevrolet Nova, 68

Christian Science Monitor, 137

Chrysler Corporation, 99

Chungfat, Melissa, 109

CIGNA, 171–172

Cilman, Bob, 185

Cisco, 145

CiscoEquilibrium, 145

Civil Rights movement, 177, 178

Claiborne, Scottie, 63

Clark, Brian, 84

Clean and Green Club, The, 206–207

Clemson University, 26

Clif Bar, 14

Cliff, Jimmy, 161

Climate change, 7–8, 10, 107–108, 121. See also global warming

Clinton, Bill, 150, 177

CNN, 169, 173

Coca-Cola, 51, 202

Cohen, Ben, 14, 82

Colgate-Palmolive, 119

Coldwater Challenge, 115

Comcast, 145

ComcastCares, 145

Commodore Computer, 88, 90

Common Cause, 82–83
Common Cause Education Fund 83

Common good corporations, 184

Communities Involved in Sustainable Agriculture, 117

Community organizing, 177

Community service, 14

Compete, 139

Competitive advantage, 113, 192, 195

Computer bulletin boards, 142

Computers, 55, 74, 88–90, 162, 191

Conference Board, The, 7

Consumer Reports, 54, 171

Consumers:

African-American, 10

Asian, 10

cost of acquisition, 30–31, 36, 165

with disabilities, 10

and ethical behavior, 4, 7–15, 200

gay and lesbian, 10

Latino-American, 10

non-Western, 10

retention of, 26, 30–31, 39, 40, 79, 85, 165

Contract with America, 177

Cooperative Life Leader, 73

Cooperatives, 66, 73, 79, 80, 98, 118, 155, 185

Cooperative Wholesale Services, 7

Co-ops. See cooperatives
Coors, 84

Copywriters, 62, 68, 74, 130

Copywriters, list of, 63, 130, 205

Copywriting, 68, 129, 131–132, 205

AIDA formula, 132

effective, 132
honesty in, 129, 135

press releases, 76–77, 131, 140, 206

Corporate Accountability International, 8

Corporate Knights, 13

Corporate social responsibility, 10–11, 18, 185, 199

Costco, 98

Covey, Stephen M. R., 19

Cox Enterprises, 115

Credibility, building, 20, 39, 117, 137, 142, 183

Credit cards, affinity, 106

Crest, 119

CRO, The, 14. See also Business Ethics

Crooks, 101, 198

Cross-promotion, 73

CSR. See corporate social responsibility

Curitiba, Brazil, 195

Customer Delight Principle, The, 161

Customers, 3–4, 7, 13, 15, 17–18, 20–21, 24, 26, 29–31, 33, 36–37, 39–40, 44, 52, 54–57, 62, 65, 69, 73, 80–82, 84–86, 91–92, 98, 100–101, 107, 114, 123, 132, 134, 152, 156, 158, 168, 171, 188, 194

focus on, 135 ,153, 166, 173, 174
loyalty of, 109, 130, 151, 184

as marketing evangelists, 25, 37, 51, 75, 78–79, 129, 130, 162

relationship management, 167, 199

retention of, 30–31, 39, 79, 85

satisfaction, 161

service, 38, 40, 46, 55, 110, 127–128, 145, 161, 167–170, 172

transaction-oriented versus relation-oriented, 86

variation in buying style among, 37

D

Da Vinci, Leonardo, 192

“Day of Infamy” speech, 178

Dean, Howard, 149

Dear Abby, 72

Degrees of separation, three versus six, 45

Dell, 145, 162

Deloitte, 18

Demand trigger, 38

Digg, 174

Digital Strategic Services, 20

Direct mail. See advertising, direct mail

Dishonesty, 32, 54

Disney, 170

Diversification of services, 96–97

Domini 400 Social Index, 12, 13

Donations, 22, 82, 84, 100, 148, 156, 184

Do Not Call list, 33

DOS, 89, 90

Dow Chemical, 11

Dow Jones, 174

Down to Business, 192

Dukakis, Michael, 177

E

Early-mover advantage. See first-mover advantage

Earth Day, 112

Eastman Chemical, 10

E-books, 57, 62

Eco-friendliness, 17, 84, 112–114, 118, 120–122, 164, 195

Edelman, 9

Edelman Trust Barometer, 19

Edgar, Bob, 83

Edwards, John, 172

E. F. Schumacher Society, 116

80/20 rule, 90

Eisenberg, Jeffrey, 132

Eliason, Frank, 145

Elizabeth Charles & Associates, 70

E-mail, 29, 32, 34–35, 78, 130, 142, 149–150, 166

addresses, 35, 79, 150, 181, 188

discussion lists, 34, 46, 142–143

Emerson, Ralph Waldo, 44

E-Metrics, 31

Endless Referrals, 75
“Endless Referrals”, 46

Energy:

abundance of, 188, 189

conservation of, 192–193
increasing cost of, 117
increasing efficiency, 112, 114, 115, 192–193

renewable, 10, 27, 109, 110, 122, 152, 189, 190, 194, 198

retrofits, 108
savings, 115, 192–193

e-newsletters. See newsletters, electronic. See also e-zines

Enron, 19, 42, 62

Entrepreneur, 94, 137

Entrepreneurship, 201

Environics International, 7

Environmental responsibility, 8–9, 11, 13, 15, 18, 20, 120, 198

Ethical Markets, 27

Ethics, 7, 11, 13–14, 17, 22–23, 26, 28, 41, 85, 118, 198–200, 203, 205–207

Ethisphere Institute, 28

European Union, 118

Excel, 90

Experience Engineering, 168

Exposed, 118

ExxonMobil, 8, 10

E-zines, 66, 108, 137, 139, 150, 152, 159, 174

E-zines, list of, 205

F

Facebook, 83, 140, 142–144, 149–50, 174, 206

Fair trade, 7, 11, 118

Falwell, Jerry, 177

FAQ page, 151

Fast Company, 178
Federal Communications Commission, 34

FedEx, 68

Ferrari, Vincent, 172

Fidlar-Doubleday, 112, 114

Financial Times, 11

Finca, 12

“Finding the Right ‘Brand Voice’ on Twitter”, 147

Finding the Sweet Spot, 20

First Bank of Troy, Idaho, 167

First-mover advantage, 78, 118, 122, 123, 191, 195

1-800-FLOWERS, 75

Focus group, 54, 179, 202

Food Bank of Greater Boston, 173

Forbes, 4

Ford Edsel, 202

Ford Escort, 68

Ford Motor Company, 22–23, 68, 202

Ford Taurus, 202

Forest Stewardship Council, 109, 110

Fortune, 19, 137

Fortune Small Business, 137

Framing, 84–85, 109, 175–176

Franklin, Ben, 192

Freiberg, Jackie, 91

Freiberg, Kevin, 91

Frey, David, 79

Fried, Elizabeth, 159

Friedman, Dina, 96, 128, 180

Friedman, Milton, 10

Friendfeed, 140

Friend Finder, 143

Friends of the Earth, 120

Fuller, Buckminster, 192

Futerra Sustainability Communications, 118

Future Now, 132

FutureThru Group, 91

G

Gallup International, 19

Garber, Craig, 40

Gartner, 147

Gartner Group, The, 30, 31

General Electric, 11, 28

General Mills, 114

General Motors, 95, 99, 103, 104

Generation Y, 10

Getting to First Base, 139

Gillin, Paul, 147

Gingrich, Newt, 177

Girlspace®, 150

“Give the People What They Want”, 161

Glazer, Bill, 172

Global warming, 10–11, 107, 114. See also climate change

Godin, Seth, 78, 99, 139

Golden Rule, The, 4–5, 54, 70

Goodwill, 18, 64, 172

Google, 10, 54, 63, 139, 172, 174, 199

Gore, Al, 177

Grameen Bank, 12

Grassroots activity, 179, 180–181, 183, 189

Grassroots Marketing, 31, 76, 95, 127, 132, 141, 153, 157

Grassroots Marketing for Authors and Publishers 203

Great Formula, The, 138

Great Places to Work Institute, 19

Green America, 8, 83, 185

GreenAmericaToday.org, 84
Green awareness, 7, 82, 107, 115

Greenfield, Jerry, 14, 82

“Green Hippocratic Oath”, 15

Green initiatives, 85, 108, 122, 145

Green Marketing, 115

Green movement, elements of:

buildings, 115

business strategy, advantages of, 107, 109, 113, 116

goods and services, 107

energy. See energy, renewable

engineering, 116

housing, 108, 122

jobs, 108

lifestyle, 107–108

media, 108

principles, 11

transportation, 23, 113, 114, 122, 189, 193

Green printing, 112–113, 114
Greenwashing, 119–121, 123, 197

Greyston Bakery, 14

Grossman, David, 191

Groupsite, 143
Guarantee, 20–21, 132, 134, 166. See also warranty

Guerrilla Entrepreneur, 176

Guerrilla gifting, 153–158

Guerrilla marketing. See marketing, guerrilla

Guerrilla Marking for Free, 127

Guerrilla Marketing Online, 78

Guerrilla Marketing series, 31

H

Häagen-Dazs, 184

Halbert, Gary, 135

Hard Rock Café, 170

Harris poll, 19

Harry Tennant and Associates, 31

Harvard Business School, 15

Hatch, Denny, 167

Hayes, Brett, 166

health care, 122, 188, 190

Healthy, Wealthy, and Wise, 108

Helpareporter.com, 145

Henderson, Hazel, 27

Herold, Jordi, 157

Hershey, 170

Hewlett-Packard, 178–179, 200

Hiam, Alexander, 39–40, 168

High-Probability Selling, 37

Hirshberg, Gary, 114

Hoffman, Abbie, 176

Home Depot, 97–98

Honesty, 13, 19, 25–26, 41, 129, 135, 187, 198

Honesty principle, 25

Horowitz, Shel, 25, 29, 31, 33, 37–38, 41–43, 46, 53, 56, 60, 63, 68–70, 74–78, 82, 90–91, 94–97, 100–101, 104, 127–128, 130, 134, 137–144, 151, 154, 168, 170, 175–176, 180–181, 185, 192, 198–199, 203, 205–206

Hotmail, 35, 78

Housing:

planning, 189
shortage, 194

HP. See Hewlett-Packard

Hsieh, Tony, 173
Hullaballoo Entertainment, 63

Hype, avoiding, 114, 129–130, 134, 135

Hypercar, 193–194

Hyundai, 21

I

IBM, 70, 74, 88–89, 92

“I Have a Dream” speech, 177

Illustrator, Adobe, 90

Impact quotient, 56

Inc., 137

Incentive programs, 80

Ingram, Bob, 159

Inspiration, 163

Integrity, 13, 15, 25–26, 41, 82, 110, 187, 198

Integrity principle, 25

Intel, 89, 201

Intercontinental Hotels, 80

Interface Carpets, 198

Interfaith Center on Corporate Responsibility, 8

Internal Labor Organization, 8

International Business Times, 14

Internet, 89, 103, 107, 141–142, 180, 189, 191. See also social media and social networking sites

broadband, 53

discussion groups, 54, 66, 141, 159, 171
forums, 142, 143, 174

scalability, 150
users, 10

Intervale, 195–196

Investing, socially responsible, 8, 12, 17, 184

Invisible Close, The, 135

IPhone, 90

IPod, 90, 119
Iron Horse Music Hall, 157

Ithaca Hours, 117

J

Jacobs, Jane, 116

J. D. Power & Associates, 104

Johnson & Johnson, 21–22, 172

Johnson, Paul, 79

John Wiley & Sons, 138

Joint ventures, 18, 30, 62, 66, 68, 70, 71, 74, 87
Joint ventures, Internet-based, 72

Joyner, Mark, 138

Juno, 78

JV. See joint ventures

K

Kawasaki, Guy, 104, 146

Kaypro, 88

Kearney, A. T., 13
Keiningham, Timothy, 161

Kelleher, Herb, 91

Kenguru, 197

Kennedy, John F., 178

Kerry, John, 177

Khurana, Rakesh, 15

Kimberly-Clark, 150

King, Jr., Martin Luther, 8, 176, 177

Kiva.org, 12

Kiwibox, 78

Knox, Neil, 151

Kotex, 150

Kremer, John, 43–44, 189, 192, 197

Kurtz, Wendy Shill, 70

L

Labor:

child, 8, 9
conditions surrounding, 11, 20, 190
costs associated with, 151
sweatshop, 9

Law of attraction, 62, 200

“Let Your Customer Sell You”, 79

Levinson, Jay Conrad, 31, 61, 78, 94, 127, 137, 157, 176, 206

Lexus, 104, 121, 194

Light bulbs, compact fluorescent, 191

Lights, LED, 115, 191

Limbaugh, Rush, 177

Linux, 89

Local Economy movement, 115

Local Hero campaign, 117

Lockheed Martin, 10

Los Angeles Times, 137

Lovins, Amory, 107, 192–195, 197, 200

Lowe’s, 98

Loyalty:

brand, 9, 22, 30, 80, 103–106, 150, 161, 169

customer, 17, 105, 184

employee, 14, 17

Loyalty programs, 103–106

Loyalty-to-evangelism programs, 80, 85

LRP Designs, 160

M

Maala Index, 22

Mac. See Macintosh

Macintosh, 88–90, 92. See also Apple Computer

Macintosh Way, The, 104

Madoff, Bernie, 62

Magic Triangle, 24–25. See also quality, integrity, honesty

Mailer, individualized, 131

Makower, Joel, 108

Malden Mills, 185
Malthus, Thomas Robert, 59

Mal Warwick & Associates, 14

Mandossian, Alex, 72

Marketing:

abundance mentality in, 128–129

adversarial sales versus, 29

affinity, 106, 183

biological, 43, 45, 47, 192

business-to-business, 19, 144, 145

business-to-consumer, 144

cause-related, 11

cooperative, 26, 65–69, 75, 94, 96

as courtship, 3

definition of, 162, 175

discussion group, 76–78, 141–144

ethical, 3, 21–22, 30, 127, 187, 207

evangelists, 25 ,37, 51, 75, 129, 130, 156

frequency of, 51, 52, 53, 55, 56, 58

grassroots, 137

green messaging, 115, 122

guerrilla, 65, 137, 153, 205

on the Internet, 32, 35, 54, 62, 71–72, 76–79, 115, 142, 160. See also marketing: discussion group, social media, and social networking sites

new matrix, 51–53

niche, 66, 97, 99,143, 158

as partnership, 33

people-centered, 101, 127, 153

principles of, 187–188

push versus pull, 53–55, 58

quality of, 51–52, 58, 187

relevance of, 51–58

as social change, 175–178

of social change groups, 175

speaking as, 141–142, 159

telemarketing, 32, 33, 153

viral, 78, 80, 115, 139, 146

as weapon of war, 3

win-lose, 7, 34, 35, 100, 127, 172

win-win, 95, 98, 105, 106, 127, 137

word-of-mouth, 21, 26, 44, 105, 155, 169

Marketing Best Practices, 79

Marketing collateral, 74, 113

MarketingExperiments.com, 169

Marketing jujitsu, 99

MarketingProfs.com, 161

MarketingSherpa.com, 20, 78, 139, 165, 173

Marketing That Puts People First concept, 7, 97. See also marketing, people-centered

Marketing Without Megabucks, 76, 154

Market potential, 56

Market share, 56, 88–93, 97, 113, 150, 188

MarketWatch, 15

Marshall, Perry, 201

Mashable.com, 147, 178

Mazda, 68

McCann, Jim, 75

McDonald’s 81

McElhaney, Kellie A., 22, 200

McGraw-Hill, 45

McKinsey, 147

Media publicity, 43, 95, 137–139, 183

and competitors, 63

cooperative coverage, 94, 96, 138

electronic, 137, 139–140

public service programming, 138

Melton, Myelita, 202

Meranus, Rachel, 94

Mercedes-Benz USA, 165

Mercury, 104

Merrill Lynch, 18
Messaging, instant, 166

Microlending, 12

Microsoft, 69, 74, 78, 89–90, 95, 115, 137, 201

Middleton, Robert, 163

Mini-Cooper, 197

Mister Ellie Pooh, 197

MIT, 85

Mollner, Terry, 184

Monthly Frugal Marketing Tips, 141

More Clients, 163

Motorola, 70

Motrin, 172

MoveOn.org, 149–150

Museum Store, The, 171
Mutual benefit approach, 35, 53, 93, 96

Myers, Karen, 135

Myers, Paul, 32

MySpace, 143

N

National Geographic, 158

National Writers Union, 106

Natural Capitalism, 195

Natural resources, renewal of, 116

Nature’s Path, 114

Neighborhood business associations, 66, 73

Nestlé, 120

Nestlé Pure Life, 120

Networking, traditional, 46–47, 81–82, 87

Neuro-Linguistic Programming, 39

New Coke, 202

New Right, 176

Newsgroups, Usenet, 142

Newsletters:

electronic, 46, 112

print, 40, 57, 62, 63, 71, 78, 81, 84, 139, 150, 152

Newton PDA, 90

New York Times, The, 77, 117, 121, 137

NGO. See nongovernmental organizations

“Nice Guys Finish Last’’, 4

Nicollet Avenue (Minneapolis), 73

Nielson Online, 20

Nike, 150, 200

9/11/2001, 63, 85

NLP. See Neuro-Linguistic Programming

Nobel Peace Prize, 12

Nohria, Nitin, 15

Nongovernmental organizations, 8, 85

Nordstrom, 104–105, 106

Norman, Al, 100

Nortel, 30

Nynex, 76

O

Oates, Stephen B., 177

Obama, Barack, 83, 85, 145, 148, 177

Ochman, B. L., 62–63

Odden, Lee, 139

Ogilvy & Mather, 132

Ogilvy, David, 132, 133, 135

Ogilvy on Advertising, 133

O’Horo, Mike, 38–39

Olivastri, Beatrice, 120

1001 Ways to Market Your Books, 43

Opportunity cost, 68

Order, refusing, 41, 198

Organic. See products, organic and agriculture, organic

Organizations, 8, 11, 12, 14, 28, 81–82, 84, 99, 105–106, 117, 138, 159, 184, 200, 206. See also associations and nongovernmental organizations

Ottman, Jacquelyn, 115, 119

Oxford University, 14

P

PageMaker, 90

“Painless Green”, 192

Pandora.com, 168

Partnerships, 51, 66, 73, 106, 155, 160

benefits of, 70–71, 87–88

virtual, 74, 87

PayPal, 148

Peanuts comic strip, 72

Pedigree, 23

Penny-Pinching Hedonist, The, 61

People First Strategy, 37, 43

Pepsico, 28

Personal experience factor, 56

Philanthropy, 9, 22, 82–83, 176, 179. See also microlending

Photoshop, 90

Photos, product, 166

Piece of the Pie Day, 184

Pioneer Valley of Massachusetts, 75–76, 117

Plaxo, 143

Plenty, 108

Pollard, Dave, 20, 71

Pollution reduction, 17, 20, 27 107, 189–190

Portable MBA in Marketing, The, 39

Positive persuasion principle, 45. See also winning without intimidation principle

Poston, Leslie, 148

Power PC, 70

PR. See press releases and publicity

Predators, 84, 91, 97, 100–101

Premiums:

donation of, 156

value-added, 135, 151, 155, 157, 159

Press releases, 8, 44, 74, 76–78, 131, 140, 206

PriceLine, 31

Prince of Wales Business Leaders Forum, The 7
Principled Profit, 63
Principles for Responsible Investment, 11

Procter & Gamble, 114

Products, organic, 11, 107, 112, 114, 116, 118

Professional associations. See trade associations

Profitability and market share, 87–92

Profnet, 146

Prosperity consciousness, 59–60

PSA. See public service announcements

Publicists, book, 138

Publicity, 76, 80–81, 94–95, 151, 157, 205

advertising versus, 43, 137

do-it-yourself, 139
negative, 18, 120. See also reputation management

Public service announcements, 53

Pull marketing, 53–58

Pull media. See pull marketing

Push marketing, 53–55, 58

Q

Quality, 9, 26, 31, 39, 40, 52, 77, 89, 92, 103–104, 128, 142, 198

of client, 41

of life, 25, 28, 34, 188, 192
of networking contacts, 46

Quality principle, 25

Quark Xpress, 90

R