New media marketing of Bollywood movies : making a difference
In today’s dynamic entertainment environment, hundreds of movies release each year in Bollywood and find it difficult to stay afloat amidst the tough competition. The audience is barraged with ever rising entertainment options. The marketers behind these projects are forced to search for innovative...
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| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2014
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| Online Access: | https://hdl.handle.net/10356/100319 http://hdl.handle.net/10220/19356 http://papers.ssrn.com/sol3/papers.cfm?abstract_id=2413945 |
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| Institution: | Nanyang Technological University |
| Language: | English |
