Kerpow!! Kerching!! Understanding and Positioning the Spider-Man Brand

Describes the research which helped the Columbia TriStar Marketing Group to develop the Spider Man brand around the film.

KERPOW!! KERCHING!! Understanding And Positioning The SPIDER-MAN Brand

Stephen Palmer First MoviesDavid Kaminow Columbia TriStar Marketing Group

SPIDER-MAN has been swinging through the streets of New York since August 1962. Yet 'your friendly neighbourhood...

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