Product placement in video games as a marketing strategy : an attempt to analysis in Disney company
Enrique Bigné; Inés Küster; Asunción Hernández; Torpong Suemanotham; Natalia Vila
| Year of publication: |
2011
|
|---|---|
| Authors: | Bigné Alcañiz, J. Enrique ; Küster, Inés ; Hernández, Asunción ; Suemanotham, Torpong ; Vila, Natalia |
| Published in: |
Breaking new ground in theory and practice. - Wiesbaden : Gabler, ISBN 978-3-8349-3134-4. - 2011, p. 3-20
|
| Subject: | The Walt Disney Company | Marketingmanagement | Marketing management | Computerspiel | Video game | Product Placement | Product placement | Werbewirkung | Advertising effects |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz im Buch ; Book section ; Fallstudie ; Case study |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009380153