Chapter 6 Library of video links

A bank of links to marketing videos designed to demonstrate key principles and themes in practice.

Resource Title: Lessons from New Product Launches--Cell Zone to iPad
Brand and/or Topic:  Product Development
Resource Description: Joan Schneider and Julie Hall of Schneider Associates, co-authors of the HBR article ‘Why Most Product Launches Fail’, explain how to attract and maintain consumers' attention.
Channel: Harvard Business Review
Link (URL): https://www.youtube.com/watch?v=TW4g32BW5oY

Resource Title: Marketing Strategy - Product Life Cycle
Brand and/or Topic: PLC, Product Portfolio
Resource Description: This is an introductory video about the product lifecycle and how this influences marketing strategy.
Channel: James Slocombe
Link (URL): http://www.youtube.com/watch?v=CRfjJ9yOyp0

Resource Title: Everett Rogers "Diffusion of Innovations" Speech
Brand and/or Topic: Diffusion Theory
Resource Description: The author of the ground-breaking book Diffusion of Innovation, Everett Rogers, delivering a presentation upon receiving the Converse Award for Marketing at University of Illinois at Urbana-Champaign, April 30, 2004.
Channel: Ken Schreiner
Link (URL): https://www.youtube.com/watch?v=j1uc7yZH6eU

Resource Title: How to Create An Exclusive Luxury Brand (Podcast)
Brand and/or Topic: Luxury branding
Resource Description:  Humans are on a constant quest for excellence. If it can’t be found within ourselves, then we look to other things to represent it. This is what a luxury brand is all about: receiving an item or service of exceptional quality transfers this trait to us, and marks us (rightly or wrongly) as one deserving of excellence. It is this feeling of increased self-worth that a brand must cater to if it is to climb the slippery slope to achieving luxury status. There are a number of methods a brand can accomplish this, and the most successful luxury brands usually employ a combination of these, if not all.
Channel: SpellBrand® - Brand Agency
Link (URL): https://www.youtube.com/watch?v=hW5CPdY3HDM

Resource Title: Professor Kevin Lane Keller on brand value and marketing
Brand and/or Topic: Brand value
Resource Description:  Kevin Lane Keller, E.B. Osborn Professor of Marketing at the Tuck School of Business, discusses the value of marketing in today’s economy. Keller wants marketers to ask themselves what kind of value they are creating for consumers and how it compares to what competitors are doing.
Channel: Università Pearson
Link (URL): https://www.youtube.com/watch?v=9_hfU9qAxt0

Resource Title: How to Build a Brand Like Corona
Brand and/or Topic: Brand building
Resource Description: 
Rohit Deshpandé, Harvard Business School professor, describes ways that emerging market companies can overcome consumer bias against their products.
Channel: Harvard Business Review
Link (URL): https://www.youtube.com/watch?v=50jQhAO6-U4

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