电影市场营销著名营销学家、美国西北大学教授菲利普·科特勒认为:“市场营销是个人或群体通过创造并同他人交换产品和价值以满足需求和欲望的一种社会和管理过程。”据此观点,电影市场营销就是影片生产者通过创造、并同电影观众交换产品和价值、以满足观众娱乐需求和欲望的一种社会和管理过程。美国西北大学市场营销学教授唐·舒尔茨在传统的4C理论基础上提出了整 Philip Kotler, a professor of marketing at the Northwestern University in the United States, said: “Marketing is a social and management process by which individuals or groups meet their needs and desires by creating and exchanging products and values ​​with others.” From this point of view, movie marketing is a social and management process by which film producers create and share their products and values ​​with moviegoers to meet the entertainment needs and desires of the audience. Don Schulz, professor of marketing at Northwestern University, put forward a proposal based on the traditional 4C theory