Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation (Record no. 54812)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01517nam a22002297a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230930122737.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 230930b |||||||| |||| 00| 0 eng d |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Reghunathan, A., |
| 9 (RLIN) | 38681 |
| 245 ## - TITLE STATEMENT | |
| Title | Enjoy Your Favourite Book as a Movie: Using an Experiential Learning Exercise to Improve Student Understanding of Brand Extensions and Marketing Plan Preparation |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 112-126 p. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | Marketers frequently use brand extensions to introduce new products and services. However, educators have limited resources to simulate the challenges of this strategy in classrooms. Using the scenario of a book being turned into a movie, we describe an experiential learning activity that guides students through the many stages of developing a brand extension. In this project, they also have the opportunity to put themselves in the shoes of a marketing manager in the preparation of a thorough plan for expanding an established brand to a new target market. The outcomes of its implementation in a marketing course, as well as the implications for marketing educators, are reviewed.<br/> |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | Experiential learning, |
| Uncontrolled term | brand extensions, |
| Uncontrolled term | marketing plan, |
| Uncontrolled term | marketing education, |
| Uncontrolled term | classroom exercise, |
| Uncontrolled term | movie industry |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Sridhar G. |
| 9 (RLIN) | 38682 |
| 773 0# - HOST ITEM ENTRY | |
| Host Biblionumber | 50183 |
| Host Itemnumber | 82601 |
| Main entry heading | Sage Publication |
| Place, publisher, and date of publication | New Delhi Sage Publication |
| Other item identifier | 55513474 |
| Title | IIM KOZHIKODE SOCIETY AND MANAGEMENT REVIEW |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Journal Article |
| Withdrawn status | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Home library | Current library | Date acquired | Total Checkouts | Full call number | Barcode | Date last seen | Price effective from | Public note |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Dewey Decimal Classification | Main Library | Main Library | 30/09/2023 | JOURNAL/MGT/Vol 12, No 1/55513474JA8 | 55513474JA8 | 30/09/2023 | 30/09/2023 | Vol 12, No 1 |