Description |
1 DVD (30 min.) : sound, color ; 1/2 in. |
Physical Medium |
1/2 in. |
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polychrome |
Description |
analog |
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magnetic |
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VHS |
Series |
BBC learning
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Case studies from the multinational marketplace
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Learning.
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Case studies from the multinational marketplace.
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System Details |
VHS. |
Summary |
After providing Barbie's history and some background on competitors, this program focuses on Mattel's strategy, which includes giving traditional Barbie a makeover, dumping Ken, and unleashing My Scene Barbie on the Bratz - all to capture the potent new KGOY (kids growing older younger) market. |
Credits |
Producer/director, Stephen McQuillan. |
Performer |
Narrator, Rajan Datar. |
Subject |
Mattel, Inc. Barbie Doll Division.
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Mattel, Inc. Barbie Doll Division. |
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Marketing -- Case studies.
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Marketing -- Case studies. |
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Toys -- Marketing.
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Toys -- Marketing. |
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Toys. |
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Child consumers.
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Child consumers. |
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Barbie dolls.
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Barbie dolls. |
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Marketing. |
Genre/Form |
Case studies.
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Video recordings.
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Video recordings.
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Case studies.
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Added Author |
McQuillan, Stephen.
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Datar, Rajan.
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British Broadcasting Corporation.
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Films for the Humanities & Sciences (Firm)
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Cover Title |
Barbie's midlife crisis : mighty Mattel fights back |
Music No. |
34653 Films for the Humanities & Sciences |
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