PT  - JOURNAL ARTICLE
AU  - Creton, Laurent
TI  - Marketing and Strategies of Film Industry in Terms of Their Use in French Cinema
DP  - 2006 Dec 1
TA  - Iluminace
PG  - 49--68
VI  - 18
IP  - 4
IS  - 0862397X
AB  - This study examines the development of the film industry in France and the business and advertising logic from its origins to the present. It analyses the extent to which the principles and tools of marketing are applied in the service of the French film industry and concludes by offering some strategic considerations and perspectives.