Pub Date : 2012-01-01DOI: 10.2478/v10284-012-0007-x
S. Valentova
Analysing & Critically Evaluating Spencer Stuart's Company Strategy
史宾沙公司战略分析与批判评价
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Pub Date : 2012-01-01DOI: 10.2478/v10284-012-0001-3
Oxana Sribnyak
Mini Cooper: Current Marketing Strategy, Digital Marketing Approach, the Brand & Ethical Values This paper aims to analyse the MINI's case study to discover which marketing tools have best served to build a world-class iconic car brand. Using knowledge learned over the marketing course, their current marketing strategy will be analysed in detail. The second part will then critically examine the digital marketing approach of the MINI to answer the question of "what are the benefits to MINI from such a broad approach?" Drawing on the MINI case study, the paper will explore how emotions are used in marketing to build loyalty to the brand. MINI's successful brand performance, and the spirit created by its brand, the values and beliefs of "typical MINI's buyers" will be investigated in detail. The paper will also highlight the ethical values of the MINI Company and conclude with opinions about why some car companies put so much emphasis on conducting their business in an ethical manner.
Mini Cooper:当前的营销策略，数字营销方法，品牌与道德价值观本文旨在分析Mini的案例研究，以发现哪些营销工具最适合建立一个世界级的标志性汽车品牌。利用所学的知识，在营销过程中，他们目前的营销策略将被详细分析。第二部分将批判性地审视MINI的数字营销方法，以回答“这样一个广泛的方法对MINI有什么好处?”借鉴MINI的案例研究，本文将探讨如何在营销中使用情感来建立对品牌的忠诚度。MINI成功的品牌表现，以及品牌所创造的精神，“典型MINI买家”的价值观和信念将被详细调查。本文还将强调MINI公司的道德价值观，并就为什么一些汽车公司如此重视以道德方式开展业务得出结论。
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Pub Date : 2012-01-01DOI: 10.2478/v10284-012-0003-1
O. Osipova
Ethics of Downsizing
裁员的道德规范
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Pub Date : 2012-01-01DOI: 10.2478/v10284-012-0004-0
Silvia Weinzettelova
Traditional Type in the Digital Era
数字时代的传统字体
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Pub Date : 2012-01-01DOI: 10.2478/v10284-012-0006-y
Tamara Ayrapetova
The Capital Asset Pricing Model
资本资产定价模型
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