Subject Index
 

A finding from the UK IPA dataBANK of 880 case studies is that re-launches produce greater business effects than other marketing activities. So what can we learn from looking at the case studies? Firs ...

In the early 1990s Kodak, the venerable photo products company, found itself in increasing difficulties. Despite a long history of pioneering products and dominating the market, the company was u ...

One of the most successful brands in the history of the United States, Eastman Kodak Company, whose founder had invented popular photography in the 1880s, was slipping as it entered the twenty-first ...

As 2005 dawned, Kodak's brand still sorely lacked the digital and innovation credentials it needed to compete in the new realities of the digital marketplace. By broadening its definition of itself an ...

2005 presented a grave challenge to Kodak. It needed to drive revenue and update its brand image - but without the benefit of new products to effect the transition. This is the story of how, by levera ...

In the early 1980s, Kodak was losing 3-4% of its market share annually in the face of aggressive competition. The response was to put a strong brand emphasis on Kodak products using the 'Kodakettes', ...

Kodak’s disposable cameras faced both low levels of awareness and poor levels of trials, despite two initial TV advertising campaigns when they were launched. This was attributed to two key factors: a ...

1987 campaign to revitalise Kodacolor GOLD film. In a period of dynamic growth, 1980-5, Kodak experienced steady decline in share, and by mid-1986 were losing volume. Main reason was increase in the n ...