电影口碑营销 .docVIP

毕业论文外文资料翻译 题 目 学 院 专 业 班 级 学 生 学 号 指导教师 二〇一四年月日 Business Horizons,2007(5),50,395-403 Buzz marketing for movies Iris Mohr Tobin collage of business, St. john’s University, 8000 Utopia, Jamaica, NY 11439, USA Abstract: In todays dynamic entertainment environment, movies are struggling to stay afloat and remain profitable. Challenges such as piracy, digital theft, competition, overlapping movie campaigns, media fragmentation, and audience saturation are forcing marketers to stre