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
View online at AVOD
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: In an age of corporate bailouts, the story of Columbia Sportswear's dramatic comeback offers a valuable case study in successful bootstrapping. After the death of her husband, Gert Boyle faced the monumental task of taking over the struggling business at the age of 46, with little guidance or experience. This program profiles Boyle nearly forty years later, still leading the company-which is...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009
View online at AVOD
Summary: In ten concise entrepreneurship case studies, CNBC profiles successful companies and product lines that began with nothing but a great idea. Among the innovators featured are Lonnie Johnson, inventor of the Super Soaker water gun; Jim McCann, founder of 1-800-FLOWERS; Brian Scudamore, founder of 1-800-GOTJUNK; Roxanne Quimby, the struggling artist who co-created the Burt's Bees product line;...
Format: software, multimedia
Publisher / Publication Date: Films Media Group 2009