L'importance et la confiance accordées aux sources d'informations -- Spécificités des seniors dans le cadre du processus de choix d'un film au cinéma

Ferrandi, Jean-Marc; Kruger, Alain
December 2009
Revue Management et Avenir;dec2009, Issue 30, p165
Academic Journal
The purpose of this research is to enlighten the communication strategies of the cinema industry. It aims to classify the information sources available during the movie choice process according to their importance and the trust toward these sources. By means of a cluster analysis we segment the public and identify the specificities of the seniors.


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