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Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics

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Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics - Galician, Mary-Lou (Editor)

This book examines product placement, related media marketing strategies, and their impacts upon consumers. The contributors are national experts in a variety of mass media specialties who address placement in terms of historical context, Hollywood, brand synergy and brand identity and legal/ethical issues. The Handbook of Product Placement in the ...

Handbook of Product Placement in the Mass Media: New Strategies in Marketing Theory, Practice, Trends, and Ethics 2004, Best Business Books, New York, NY

ISBN-13: 9780789025357

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