In the consumer goods industry, branding is crucial to market penetration. Using Alessi’s superlative line of home furnishings and Nestlé’s well-known Nescafé coffee as examples, modules one and two of this program seek to understand the cachet that surrounds brand names, which gives the products associated with them an added appeal. Module three goes inside the U.K. offices of advertising giant Young & Rubicam to investigate how brands are developed and maintained. (29 minutes)

Tell a Friend! Your Name: Your Email: Your Friend's Email: Your Message: We respect your privacy and will not use your friend's address without permission. Item#: JOJ10836 Copyright date: ©1999 DVD ISBN 978-1-4213-3185-0

Part of the Series : Global Business: New Ways to Improve the Bottom Line

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		Formulating a Business Plan A good business plan is a roadmap to success. The three modules of this program look at the process of creating a business plan from three different perspectives: the transformation of an idea into a marketable product, the determination of financial...(more details)		DVD $69.95 DVD + 3-Year Streaming $104.93 3-Year Streaming $69.95
		Optimizing the Value Chain The three modules of this program use the operations of the Italian clothing corporation Gruppo Finanziario Tessile to illustrate the value chain. This crucial concept is investigated by considering the benefits of adding value at every stage of prod...(more details)		DVD $69.95 DVD + 3-Year Streaming $104.93 3-Year Streaming $69.95
		Technological Change High-tech innovation has triggered an avalanche of new business opportunities. Module one of this program examines how information technology is changing the airline business in Hong Kong. In module two, the impact of the evolving Internet infrastruc...(more details)		DVD $69.95 DVD + 3-Year Streaming $104.93 3-Year Streaming $69.95
		Discontinuous Market Change and Strategic Repositioning Globalization is driving companies to develop new markets and marketing strategies-fast. Module one of this program targets information technology as a major force that is reshaping business. Module two uses Spain's olive oil industry to illustrate t...(more details)		DVD $69.95 DVD + 3-Year Streaming $104.93 3-Year Streaming $69.95
		Customer Focus A customer orientation is essential to successful product and market development. Module one of this program demonstrates the concept of key account management by way of the Dutch oil company NAM, which proactively develops solutions to potential cli...(more details)		DVD $69.95 DVD + 3-Year Streaming $104.93 3-Year Streaming $69.95

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