Eventos culturais para a recordação da marca: estudo do evento Tim Festival

Este estudo analisa o papel dos eventos culturais como um potente elemento socializador na estratégia da comunicação da marca com o mercado. os principais objetivos são retratar o uso da comunicação integrada de marketing como um diferencial sustentável, o marketing cultural frente às novas formas de comunicação com o mercado, a contextualização da marca e os eventos culturais como instrumento de branding. A metodologia desta pesquisa constitui-se em bibliografia, pesquisa documental, entrevistas e o estudo de caso da empresa Tim com o recorte Tim Festival edição 2005 em São Paulo. Dentre as conclusões encontradas, confirmou-se que a propaganda tradicional vem perdendo espaço para os eventos, mas ao mesmo tempo, por si só não se bastam, havendo a necessidade de atrelá-los a outras atividades promocionais. Verificou-se também que os eventos culturais comunicam a mensagem de forma envolvente e finalmente a consideração sobre a relação gratificante do evento com a lembrança de marca.(AU)

Géniuszok párharca. Milton Friedman és J. M. Keynes vitája Tim Congdon és Robert Skidelsky előadásában = War of the geniuses. The debate between Milton Friedman and J. M. Keynes as presented by Tim Congdon and Robert Skidelsky

Tavaly ünnepelte a közgazdász-társadalom Milton Friedman Nobel-díjas közgazdász születésének századik évfordulóját. A jubileumi megemlékezésnek különös aktualitást ad, hogy a 2008 óta tartó pénzügyi világválság hátterében ismét fellobbant a 20. századi közgazdaságtan két meghatározó irányzata - a Friedman nevével fémjelzett monetarizmus és a Keynes és követői által követett keynesizmus - közötti vita. E szerteágazó vitasorozat egyik "gyöngyszeme" két nemzetközileg ismert és elismert közgazdász, Tim Congdon és Robert (Lord) Skidelsky, összecsapása a Standpoint hasábjain 2009-ben. A szerző megmutatja, hogy a vita valójában nem a pénz fontosságáról vagy a mennyiségi pénzelmélet igazságáról folyt, hanem egyrészt egy sokkal elvontabb fogalomról: a bizonytalanság közgazdasági szerepéről, másrészt gyakorlati, gazdaságpolitikai kérdésekről: a monetáris és a fiskális politika lehetséges hatékonyságáról. A máig is tartó vitában "az inga többször kilengett", hol a keynesiánusok, hol a monetaristák javára, de még semmi nem dőlt el. ____ Last year economists marked the centenary of the birth of genius among them, Milton Friedman. The commemoration was especially topical because the world financial crisis that erupted in 2008 has brought sharply into focus again the old division in 20th-century economics between monetarism and Keynesianism. One highlight in this series of disputes was the 2009 clash between two internationally known and appreciated economists Tim Congdon and Robert (Lord) Skidelsky in the columns of Standpoint. The central element in the discussion is the role of money: what kind of economic policy to pursue, monetary or fiscal, to pull troubled economies out of crisis. The question closely resembles a decisive dilemma for Keynes in the 1930s. Though Keynes turned against some basic propositions of neoclassical economics, he never challenged the importance of money to the functioning of the economy, or the validity of the quantity theory of money. The author argues here that the issue is not about the formal category of money or demand for it, but about the far deeper economic concept of the role of uncertainty in economics. Another aspect concerns the relative efficiency of various kinds of economic policy, i. e. the strengths and weaknesses of monetary and fiscal policies.

Oyster (Ostrea edulis) extirpation and ecosystem transformation in the Firth of Forth, Scotland

Marine inshore communities, including biogenic habitats have undergone dramatic changes as a result of exploitation, pollution, land-use changes and introduced species. The Firth of Forth on the east coast of Scotland was once home to the most important oyster (Ostrea edulis Linnaeus, 1758) beds in Scotland. 19th and early 20th century fisheries scientists documented the degradation and loss of these beds, yet transformation of the wider benthic community has been little studied. We undertook archival searches, ecological surveys and shell community analysis using radioisotope dated sediment cores to investigate the history of decline of Forth oyster beds over the last 200 years and the changes to its wider biological communities. Quadrat analysis of the present day benthos reveal that soft-sediment communities dominate the Firth of Forth, with little remaining evidence of past oyster beds in places where abundant shell remains were picked up by a survey undertaken in 1895. Queen scallops (Aequipecten opercularis Linnaeus, 1758) and horse mussels (Modiolus modiolus Linnaeus, 1758) were once common within the Forth but have also markedly decreased compared to the earlier survey. Ouranalyses of shell remains suggest that overall mollusc biomass and species richness declined throughout the 19th century and early 20th century, suggesting broader-scale community change as human impacts increased and as habitats degraded. Inshore communities in the Firth of Forth today are less productive and less diverse compared to past states, with evidence suggesting that most of the damage was done by early bottom trawling and dredging activities. Given the pervasive nature of intensive trawling over the past 150 years, the kind of degradation we document for the Firth of Forth is likely to be commonplace within UK inshore communities.