%0 Journal Article
%T Mini Cooper: Current Marketing Strategy, Digital Marketing Approach, the Brand & Ethical Values
%A Oxana Sribnyak
%J Bulletin - Prague College Centre for Research and Interdisciplinary Studies
%D 2012
%I 
%R 10.2478/v10284-012-0001-3
%X 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.
%U http://versita.metapress.com/content/7070465322174676/?p=fb040a5b60a9405dab4f98553c8736be&pi=3