Can Good Marketing Carry a Bad Product? Evidence from the Motion Picture Industry
Cite as
Hennig-Thurau, T., Houston, M., & Sridhar, S. (2006). Can Good Marketing Carry a Bad Product? Evidence from the Motion Picture Industry. Marketing Letters, 17 (7), 205–219.Details
Publication type
Research article (journal)
Peer reviewed
Yes
Publication status
Published
Year
2006
Journal
Marketing Letters
Volume
17 (7)
Start page
205
End page
219
Language
English
ISSN
0923-0645
Full text