• Brand or product placement?

    CMOs are looking to ensure investment decisions in marketing initiatives are good value for money. Yet they are frustrated in understanding the value of product placements within this mix for a very simple reason: Product placements are broadly defined and as a result, mean very different things to different people.

Michael Neale and Dr David Corkindale

  • University of Adelaide Business School and University of South Australia
Michael Neale is managing director and principal consultant for strategy consultancy firm, Literally Brilliant, and a visiting fellow at the University of Adelaide Business School. Dr. David Corkindale is Emeritus Professor of Marketing and a Senior Research Associate in the Ehrenberg Bass Institute for Marketing Science at the University of South Australia.

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