Chapter 5 Library of Video Links

Marketing Strategy

Resource Title: Philip Kotler on Marketing Strategy

Brand and/or Topic: Marketing Strategy

Resource Description: Philip Kotler gives a key note discussion on Marketing Strategy, ‘Create, Communicate and Deliver Value to a Target Market at a Profit’.

Channel: London Business Forum

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Resource Title: Competitive Marketing Strategy

Brand and/or Topic: Competition

Resource Description: Top scholars from the University of Rochester, Stanford and Minnesota dig into advertising spill-over effects, the role of paid and earned media, and how social impacts purchase decisions.  

Channel:  Center for Customer Insights at Yale SOM

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Resource Title: Jo Fairley - Co-founder of Green & Black's Chocolate

Resource Description: Green & Black's co-founder Jo Fairley, talks about ethics, and the importance of quality

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NMP Live – Speaker Bureau & Celebrity Booking Agency


Resource Title: CYOD - an alternative to BYOD

Resource Description: Bring Your Own Device is a strategy that is widely talked about but there are pitfalls as well as advantages. Vodafone is introducing Choose Your Own Device, a solution that can overcome the disadvantages of a BYOD strategy.

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Lurkat Teacher


Resource Title: The Balanced Scorecard

Resource Description: Professor Bob Kaplan the concept of the balanced scorecard and the Driving Corporate Performance program.  The most valuable assets of a company are their people, customer relationships, and innovation. The balanced scorecard gives a structured, comprehensive framework for measuring all the important assets and capabilities of an organization traditionally labelled as intangible assets.

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Channel: Harvard Business School Executive Education