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Gale Global Industry Overviews
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Thanks for the memories, Kodak
Michael Bayler, Market Leader, Quarter 2, 2012, pp. 22-23
Michael Bayler looks at the marketing history of Kodak and its position of owning "memories" and how this position was lost in the digital revolution.
Michael Bayler looks at the marketing history of Kodak and its position of owning "memories" and how this position was lost in the digital revolution. Bayler suggests that Kodak's concept of memories was of special, one-off moments that could only be shared in a physical way with a small number of people. Sharing websites and programs changed the notion of how to "share" memories, causing the significance of Kodak to disappear and the value in pictures to become fleeting. This is compared to the changes in movies and Hollywood where, despite the developments in technology, the silent and black and white film, The Artist, received both critical and box office success.
Photographic Equipment and Supplies (Global Industry Overview)
Gale Global Industry Overviews, 2011
This paper provides an overview of the global photographic equipment and supplies industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries.
This paper provides an overview of the global photographic equipment and supplies industry. The paper gives a snapshot summary, with additional sections on the industry's development, organisation and structure, current conditions and its leading companies and countries. It contains a list of further information sources and reading.
Kodak: How online monitoring influences product design, demographic targeting and celebrity endorser choice
Geoffrey Precourt, Event Reports, ARF Industry Leader Forum, October 2010
Description of Kodak's multi-platform marketing initiative, beginning in April 2010 and based around the concept of sharing.
Description of Kodak's multi-platform marketing initiative, beginning in April 2010 and based around the concept of sharing. The target was a mother aged 25 to 35 years old. Kodak leveraged online communities, which informed product design - ie, which features were incorporated into Kodak cameras - and also provided compelling data on which customers most enjoyed the products. One of these findings - that Kodak appealed to a multicultural audience - led to R&B singer Rihanna being signed up to endorse the brand.
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