A Managerial Investigation into the Product Placement Industry
Cristel Antonia Russell and Michael Belch
This article reports the findings of a managerial investigation of key players in the product placement industry, including placement agents, clients, studios and production companies, and research organizations.
A Managerial Investigation into the Product Placement Industry
Cristel Antonia RussellSan Diego State University
Michael BelchSan Diego State University
This research was supported by a grant from the Marketing Science Institute
“It's an industry where...