March 2007, 6 pages

Interview by: Sarah Powell

Jean-Marc Lehu is Associate Professor in Marketing and Director of Advanced Graduate Studies in Logistics at Panthéon Sorbonne University, Paris 1. He lectures in marketing and communications at several other French management schools including HEC, ESCP-EAP and ESG.

As an independent consultant in communications and marketing, Professor Lehu specializes in consumer behaviour and brand strategy. His most recent book is Branded Entertainment – Product Placement and Brand Strategy in the Entertainment Business (Kogan Page, 2007).

In this interview, Jean-Marc Lehu speaks about the development, risks and potential rewards of product placement as an advertising technique.

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