"The Role of Paid, Earned, and Owned Media in Building Entertainment ..."

Mitchell J. Lovett, Richard Staelin (2016)

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DOI: 10.1287/MKSC.2015.0961

access: closed

type: Journal Article

metadata version: 2020-05-14

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Mitchell J. Lovett, Richard Staelin:
The Role of Paid, Earned, and Owned Media in Building Entertainment Brands: Reminding, Informing, and Enhancing Enjoyment. Mark. Sci. 35(1): 142-157 (2016)

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