University of Hertfordshire


  • F. Kerrigan
  • M.F. Ozbilgin
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Original languageEnglish
PublisherUniversity of Hertfordshire
Publication statusPublished - 2001

Publication series

NameBusiness School Working Papers
PublisherUniversity of Hertfordshire
VolumeUHBS 2001-11
NameMarketing Paper
PublisherUniversity of Hertfordshire


This paper explores how film marketing in the UK fares in terms of its ethical theory, practice and policy. Based on an examination of film marketing theory, practice and policy, the paper identifies three ethical dilemmas- These are the discrepancy between national policy and commercial practice in terms of social access, sustainability and diversity of choice. The paper offers an integrated supply chain model as a method for redressing commercial as well as ethical challenges facing the industry.

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