Analysis of marketing, distribution and operating strategies

This book deals with the marketing, distribution and exhibition strategies of Cameroonian films. Far from being an assessment of the impact of these films on the entire industry, or of the consumption of their receivers, it is rather the fruit of a real desire to measure, or rather, to evaluate the methods used to make them available to viewers.This research is structured around four chapters.The first chapter, devoted to the history and evolution of marketing, will attempt to present the various aspects of marketing as it has evolved in the product business in general and the film business in particular.The second chapter analyzes the mechanisms of distribution and exhibition, and the roles of the professionals involved in these links in the film marketing process.The third chapter examines the marketing, distribution and exhibition of films in Cameroon.The fourth chapter will analyze the results and compare them with the basic assumptions that underpinned and motivated this research.