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...

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