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Business collection (New York, N.Y.) Case studies from the multinational marketplace Fortune Hunters 2: Turning Trends into Profits Internet marketing and advertising strategies Pitchman, the people person, and the peddler South-Western introduction to business Southwestern introduction to business Standard deviants core curriculum The Big Squeeze: Rejuvenating a Century-Old Brand Ultimate media librarian collectionFilter By Series
Business collection (New York, N.Y.) Case studies from the multinational marketplace Fortune Hunters 2: Turning Trends into Profits Internet marketing and advertising strategies Pitchman, the people person, and the peddler South-Western introduction to business Southwestern introduction to business Standard deviants core curriculum The Big Squeeze: Rejuvenating a Century-Old Brand Ultimate media librarian collectionSummary: With 250 years of history behind it, Guinness is one of Britain's best-loved brands-yet sales of the famous black stout have fallen year after year. This program analyzes the Guinness strategy for survival in today's market, one currently dominated by lighter, sweeter drinks. Examining the company's latest offering, Guinness Red, and the ambitious and hugely expensive advertising campaign...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2008
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Summary: Despite the complexity of 21st-century commerce, success in marketing is still founded on four basic concepts: product, price, promotion, and place. This program shows how businesses incorporate the four P's into effective marketing strategies. By exploring tactics used to sell a wide range of products and services, the film illustrates ways of putting marketing plans into action. Case studies...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2010
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Summary: There's a fine art to selling earlobe lifts, inflatable massage boots, and mini-staircases for arthritic dogs. This ABC News program enters the strange world of A. J. Kubani and his New Jersey-based company, Telebrands-a purveyor of quirky household products showcased in late-night TV infomercials. In a one-on-one interview, Kubani discusses his main strategy: identifying a mundane, irksome...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
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Summary: Are French wine producers an endangered species? This documentary vividly illustrates the economic dynamics of the global wine wars, examining the explosion in New World wine-making and its implications for the French wine industry. Exploring the venerated Bordeaux and Languedoc-Roussillon regions, the program also visits producers in California's Napa Valley, the foothills of the Andes, and...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
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Summary: Tapping into the world of American beer, this CNBC Original program offers an in-depth case study of the industry leader, Anheuser-Busch. With unprecedented access to the company's inner workings, the program depicts the history of Anheuser-Busch-including how it survived the Prohibition era-while illustrating the birth of the Budweiser brand and its eventual dominance of the U.S. beer market....
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
View online at AVOD
Summary: With its "Real Beauty" information and marketing campaign, the Dove brand struck a chord with women skeptical of unhealthy or absurd standards of attractiveness. But did the campaign have the widespread impact Dove intended? And what are the implications for the global cosmetics and fashion industries? This program investigates consumer reactions against the idealized images of beauty promoted...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
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Summary: Conventional wisdom says an ad agency should promote the brands of its clients. Why would the reverse ever happen? This fast-paced case study profiles three young executives as they open up Rethink, a new agency. The quirky realities of starting and running an ad business become clear with each "first" in the growth of the company-the moment Rethink signs its first clients, hires its first...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
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Summary: Nearly two decades after Paul Hogan first put that "extra shrimp on the barbie," he is still on camera selling Australia to tourists and Aussies alike. Focusing on the phenomenally successful "Brand Australia" campaign, this program questions whether travelers' expectations should be allowed to drive a country's image-especially when that image relies on simplistic, nostalgia-laden stereotypes....
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
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Summary: Ads targeting girls between the ages of 8 and 12 employ an increasing level of sexuality. Are advertisers responding to neo-feminist notions of "girl power" or are they leading girls toward harmful self-images? This program examines the trend by following a group of tween girls through their daily lives, recording their perceptions of fashion, celebrities, boys, and themselves. Interviews with...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
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Summary: Going green can lead to making green, turning entrepreneurs into "eco-preneurs." In this program, Geoff Baker and Laura-Lee Normandeau, the founders of an eco-friendly carwash called Easywash, try to make their principled business approach pay off. Commenting on their strategy are Kevin O'Leary, an eco-investor and director of EnGlobe, Canada's leading integrated environmental services company,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
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Summary: True or false? "A good product will sell itself. In this program, a swashbuckling swordsman and other experts answer that question with a thorough summary of the marketing process-covering mission statements, business and marketing objectives, and market share-and the marketing plan, which addresses situational analysis and goals. The tools involved in creating a marketing plan are described as...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: The popular bread-spread Marmite is headed for store shelves in a new squeezable bottle-and now the public must be alerted and mobilized. This program examines the formation of the advertising campaign that will launch the product. Going inside creative meetings and consumer testing sessions, the program follows the evolution of TV ad messages from storyboarded pitches to the final chosen...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: Amidst the mudslinging, campaign promises, and scare tactics, what is really being said in those highly produced political ads? In this program, Bill Moyers talks with one of America's leading political and media analysts, Kathleen Hall Jamieson, dean of the Annenberg School of Communication and author of Everything You Think You Know About Politics. And Why You're Wrong. Through astute...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Back in the day, Run-DMC's mega-hit My Adidas promoted consumerism as a form of rebellion. More recently, however, as savvy teens lose interest in traditional forms of advertising, product placement in lyrics and music videos has become big, big business for manufacturers and rappers alike. Drawing on interviews with Russell Simmons, co-founder of Def Jam Records; Camille Hackney, of Elektra...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
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Summary: What kind of person goes into advertising? How do you break in? And what does it take to succeed once you get there? This program goes to New York City-based Euro RSCG, one of the world's largest ad agencies, to find out. Shoot-from-the-hip candid, a mixed group of recent hires and award-winning professionals-account executives, an art director, creative directors, executive creative directors,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
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Summary: The decision to develop a new squeezable Marmite bottle means altering a container style that had gone unchanged for 103 years. This program follows the process from prototype to final design and the emergence of a brand-new product which the design team hopes will revitalize the Marmite business. Confronting the technical challenges arising from Marmite's thick consistency, the team enlists...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: This program updates the philosophy of branding, a practice that has evolved to define personal identity through a product line, a lifestyle, or simply a concept. Cultural anthropologist Ted Polhemus explains the theory of branding and its evolution in the global marketplace. Nicolas Hayek, CEO of Swatch, uses his company's success story to discuss the emotional nature of buying-and buying...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2006
View online at AVOD
Summary: Once racked with poverty, India is now a model of economic revival and Western-style consumerism. This program examines the impact of the country's newfound wealth on domestic and international business, and on Indian society as a whole. Outlining the implications of the BRICs report, the film takes a detailed look at the strategies of Big Bazaar, India's largest supermarket chain, and Hitachi,...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: Despite the success of Harry Potter, there's nothing magic about marketing to kids-corporations have it down to a science. This program explores the high-stakes world of child-driven market research, in which vast resources are dedicated to gauging the desires and buying power of young customers. Depicting a wide range of research strategies-including home visits and "brainstorming sessions"...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: After "OK," "Coca-Cola" is the most widespread word in the world. How did branding evolve into a global shadow force that packages lifestyles, commodifies personal values, and stands in for cornerstone cultural institutions? In this provocative program, Saatchi & Saatchi Worldwide's Kevin Roberts, Chanel's Jacques Helleu, anti-corporate crusader Naomi Klein, and others astutely address the...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: Just as in the bricks-and-mortar world, a marketing plan is a must in cyberspace. In this program, leaders in the field of online marketing cut through the confusion to lay out the principles of driving traffic, branding, and targeting on the Internet. Executives from companies including 24/7 Media, Renegade Marketing Group, Beyond Interactive, and Media Metrix offer keen insights into a wide...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2005
View online at AVOD
Summary: If the goal of Christian evangelism is to draw people to Jesus, then it makes a certain amount of sense to translate eternal Christian beliefs into the vernacular of pop culture. But it's a slippery slope. At what point might the methods to win souls obscure, cheapen, or compromise the message itself? Believers and skeptics speak out as this program takes a balanced look at marketing the...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2007
View online at AVOD
Summary: Perhaps the best example of paparazzi-aided self-promotion, Paris Hilton has almost single-handedly refocused Big Media's editorial priorities. This program studies the cultural and technological forces that have shaped the modern tabloid industry and propelled Hilton's bizarre ascent to worldwide stardom. Experts featured in the program include celebrity photographer Jeff Vespa, media...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
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Summary: Three athletic footwear companies-Nike, adidas, and homegrown upstart Li Ning-have faced off in a high-stakes battle for China's gigantic market. This program examines adidas' rising prominence in the country, an ascension due in no small part to its well-publicized Olympic Games sponsorship. Li Ning's efforts to retain its precarious hold on the urban market are also studied. Li Ning CFO Tan...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009