Key concepts relevant to learning:
CASE CONCEPTS
The case looks for an application of marketing services to the entertainment industry, in particular multi-screen cinema theatres. The specific characteristics of the cinema service are indicated, requiring the suggestions of alternative marketing strategies for the use of cinema venues. While the case provides a US perspective on the problems, there is certainly applicability to the UK and lessons that can be learnt. It is important for students to be able to draw upon these distinctions and perhaps suggest strategies for differentiation.
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