Video recording of the tenth annual Drucker Alumni Day. John Maguire gives a short presentation on what has changed at Claremont Graduate University between 1981 and 1998. Jill Barad gives a presentation on brand management, using Mattel Toys and Barbie as a case study. Brand discusses market segmentation, social responsibility, and the globalization of Barbie. A panel consisting of Vijay Sathe, Constance Rossum, and Richard Ellsworth then comment on Barad’s presentation.
Mattel, Inc Barbie dolls Marketing Advertising Advertising campaigns Claremont Graduate University Maguire, John David Sathe, Vijay Ellsworth, Richard R Rossum, Constance Coca-Cola Company McDonald's Corporation India Branding (Marketing) Brand name products Television Barad, Jill Peter F. Drucker Graduate School of Management Shaw, John C
Place
Claremont (Calif.)
Source
Original VHS: Drucker Archives; Drucker Alumni Day 1998, May 02, 1998
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