haku: @indexterm MARKETING MIX / yhteensä: 205
viite: 10 / 205
| Tekijä: | Russell, C.A. Belch, M. |
| Otsikko: | A managerial investigation into the product placement industry |
| Lehti: | Journal of Advertising Research
2005 : MAR, VOL. 45:1, p. 73-92 |
| Asiasana: | advertising marketing mix North America |
| Vapaa asiasana: | product placement |
| Kieli: | eng |
| Tiivistelmä: | This article reports the findings of a managerial investigation on key players in the product placement (hereafter as: p-p.) industry (as: ind-y.), incl. p-p. agents, clients, studios, production companies, and research organizations. In addition, the evolution of the p-p. ind-y. in North America is dealt with, and perspectives on the role and objectives of p-p. in the marketing mix are discussed, In addition, current means of assessing p-p. efforts are examined. The data provide insights on the relationship-driven ind-y. where trust, commitment and power play an important role. |
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