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| Tekijä: | Eliashberg, J. |
| Otsikko: | MOVIEMOD: an implementable decision-support system for prerelease market evaluation of motion pictures |
| Lehti: | Marketing Science
2000 : SUMMER, VOL. 19:3, p. 226-243 |
| Asiasana: | DECISION SUPPORT SYSTEMS EVALUATION MODELS |
| Kieli: | eng |
| Tiivistelmä: | In spite of the high financial stakes involved in marketing new motion pictures, marketing science models have not been applied to the prerelease market evaluation of the motion pictures. The motion picture industry poses some unique challenges. For example, the consumer adoption process for movies is very sensitive to word-of-mouth interactions, which are difficult to measure and predict before the movie has been released. |
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