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Type: Conference paper
Title: Product integration in television programs: Issues for an emerging Australian industry
Author: Sherman, C.
Citation: Proceedings of the 12th Biennial World Marketing Congress, 2005 / DeMoranville, C. (ed./s), pp.249-253
Part of: Proceedings of the 12th Biennial World Marketing Congress - Academy of Marketing Science 'Marketing in an Inter-Connected World: Opportunities and Challenges'
Publisher: Academy of Marketing Science
Publisher Place: CD ROM
Issue Date: 2005
Conference Name: Biennial World Marketing Congress (12th : 2005 : Muenster, Germany)
Editor: DeMoranville, C.
Abstract: This research draws out emerging issues affecting the business of integrating brands within television programming via interviews with key persons in the Australian industry. Themes such as relationship structures, cross-platform coordination and pricing are discussed, and the challenges of aligning objectives, defining roles, developing valuation methods and managing global strategies are identified.
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Business School publications

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