The worth of product placement in successful films : an event study analysis
Year of publication: |
2009
|
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Authors: | Wiles, Michael A. ; Danielova, Anna |
Published in: |
Journal of marketing. - Thousand Oaks, CA : Sage Publishing, ISSN 0022-2429, ZDB-ID 218318-3. - Vol. 73.2009, 4, p. 44-63
|
Subject: | Product Placement | Product placement | Markenführung | Brand management | Return on Investment | Return on investment | Ereignisstudie | Event study |
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