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Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media
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Condition:
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A book that has been read but is in good condition. Very minimal damage to the cover including scuff marks, but no holes or tears. The dust jacket for hard covers may not be included. Binding has minimal wear. The majority of pages are undamaged with minimal creasing or tearing, minimal pencil underlining of text, no highlighting of text, no writing in margins. No missing pages. See the seller’s listing for full details and description of any imperfections.
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- Buy It NowDefinitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media
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eBay item number:197301555110
Item specifics
- Condition
- ISBN
- 9780134194677
About this product
Product Identifiers
Publisher
Pearson Education
ISBN-10
0134194675
ISBN-13
9780134194677
eBay Product ID (ePID)
211777069
Product Key Features
Number of Pages
304 Pages
Language
English
Publication Name
Definitive Guide to Entertainment Marketing : Bringing the Moguls, the Media, and the Magic to the World
Publication Year
2013
Subject
Marketing / General, General, Strategic Planning
Type
Textbook
Subject Area
Games & Activities, Business & Economics
Format
Trade Paperback
Dimensions
Item Height
0.9 in
Item Weight
16.8 Oz
Item Length
9 in
Item Width
7 in
Additional Product Features
Edition Number
2
Intended Audience
Scholarly & Professional
Dewey Edition
23
TitleLeading
The
Dewey Decimal
302.230688
Table Of Content
Introduction Let Us Entertain You 1 The Market for Marketing--and Marketing Professionals 2 What Sets Entertainment Marketing Apart? 5 New Channels, New Challenges 6 Marketing to the Mass 6 The Digital Disruption 7 A Marketer''s Manifesto 9 Chapter 1 Begin with the Basics: The What and Where of Entertainment Marketing 11 The Four Cs 11 The First C: Content 13 The Second C: Conduit 16 The Third C: Consumption 16 The Fourth C: Convergence 17 Summary 22 Chapter 2 Getting the Product to Market: Who and How 23 Molding the Message 23 In the Good Old Days 24 Vive La Revolution! 25 Super-Size Me 26 Decisions, Decisions 29 Summary 43 Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee 45 Big Numbers for the Big Screen 45 A Bit of Background 47 Reducing Risk: High Concept Films 48 Dum-Dum....Dum-Dum 48 Reducing Risk: Hollywood Meets Madison Avenue 50 Behind the Scenes: The P 53 Out the Door and Onto the Streets: Distribution 55 Theaters: Still Big Box Office 57 Movie Marketing: Who Are the Targets? 58 Marketing Methods 61 Ticket Presale Conduits 65 The Oscars--A Powerful Mrketing Tool 65 Techno Tools 66 Planes, Trains, Automobiles--and More 67 Independent Films 67 Summary 72 Further Reading 73 Magazines to Devour 73 Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio 75 Broadcast Basics 75 Local Television Stations 80 The Basics of TV Ratings 82 Promotion and Marketing 89 Syndication 93 What''s Mine Is Not Yours: The Impact of Technology 98 Noncommercially Driven Broadcasting 99 Summary: Network TV and Syndication 101 Radio 101 Summary: Radio 111 For Further Reading 111 Magazines to Devour 111 Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age 113 The Multichannel Video Universe 113 Beyond Basic 125 Media, Marketing, and Money 127 The Search for Subscribers 130 Cable Television: A Marketing Powerhouse 132 Summary 133 For Further Reading 133 Chapter 6 Digital Disruption 135 Cable Levels Off: The Era of New Challenges 135 Over the Top 139 Disruptive Conduits 141 Summary 146 For Further Reading 146 Chapter 7 Publishing: The Printed Word Goes Digital 147 In the Beginning 147 Books 148 Marketing Books 157 Discoverability 162 Branding 164 The Changing Publishing Environment 166 Summary: Books 169 Newspapers and Magazines 169 Summary: Newspapers and Magazines 173 Summary: Publishing 173 For Further Reading 173 Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing 175 The Game''s Afoot 175 Going Mobile 179 Mobile Marketing 183 Summary: Games, Mobile Applications, and Mobile Marketing 185 For Further Reading 186 Chapter 9 The Universal Language: Music 187 They''re Playing Our Song 187 The Three Forms of Property 188 Major Players 189 The Music Development Process 191 The Changing Face of Distribution 193 Reaching the Masses 195 Marketing the Music 199 Market Segments 200 Musical Theater 204 Billboard: The Bible of the Business 208 Summary 208 For Further Reading 208 Chapter 10 Major Leagues, Major Money: Sports 211 This Sporting Life 211 Major League Sports 214 The Rest of the Story 224 The Business of Brands: Licensing and Sponsorship 227 Technology Trends 231 Marketing Challenges 234 Summary 236 For Further Reading 236 Chapter 11 On the Road: Travel and Tourism 237 Travelin'' On 237 Building the Plan 239 Advertising, Publicity, and Promotion 243 Creating an Identity 243 The Dynamics of Travel and Tourism Marketing 247 Relationship Marketing 251 Other Destination Entertainment 254 Summary 263 For Further Reading 263 Chapter 12 What''s Next: A Global Snapshot 265 Global Regions: North America 267 Global Regions: Latin America 268 Global Regions: EMEA 271 Global Regions: Asia Pacific 274 Summary 276 Conclusion Where Do We Go from Here? 277 Who: The Consumer 277 What: Technology and Trends 278 Why: The More Things Change 278 Where: Where Do You Want It? 279 When: Get Onboard 279 Index 281
Synopsis
Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever-and it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow ...any content, on any platform, in any market, worldwide. You'll master innovative new ways to grab consumers' attention and wallets fast ...make your experiences wannasee, haftasee, mustsee ...drive more value through social platforms, mobile technologies, and integrated marketing strategies...overcome challenges ranging from bad buzz to piracy...fully leverage licensing, merchandising, and sponsorships...and successfully market all forms of entertainment., Over the past decade, the entertainment industry has exploded in size: it's now nearing a trillion dollars worldwide. That's five times as large as it was when the best-selling first edition of this book (then called The Entertainment Marketing Revolution ) was published. Everything's changed since then: new platforms, new media, new tools, new global markets -- everything . Now, Al Lieberman and Patricia Esgate have completely revised their classic guide to reflect all these changes, and help entertainment marketers prepare for the even more massive changes that are on the way. The Definitive Guide to Entertainment Marketing surveys every major entertainment marketing platform: film, cable, broadcast, sports, publishing, social communities, electronic gaming, travel/tourism, location-based and experiential entertainment, and more. Reflecting decades of intimate experience as practitioners, Lieberman and Esgate: Explore challenges and opportunities associated with new technologies such as smartphones and tablets Explain the implications of globalization in entertainment Demonstrate new integrated marketing approaches that build synergies across advertising, promotion, PR, and social media Preview emerging challenges that practitioners can't afford to ignore. This engaging, conversational primer will be valuable to anyone interested in the entertainment business -- and indispensable for anyone seeking to enter the industry as a marketing or PR professional., Entertainment Marketing NOW: Every Platform, Technology, and Opportunity Covers film, cable, broadcast, music, sports, publishing, social media, gaming, and more Reflects powerful trends ranging from smartphones to globalization Demonstrates breakthrough strategies integrating advertising, promotion, PR, and online content distribution By industry insiders with decades of experience as leaders and consultants Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever and it s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow any content, on any platform, in any market, worldwide. You ll master innovative new ways to grab consumers attention and wallets fast make your experiences wannasee, haftasee, mustsee drive more value through social platforms, mobile technologies, and integrated marketing strategies overcome challenges ranging from bad buzz to piracy fully leverage licensing, merchandising, and sponsorships and successfully market all forms of entertainment. "
Item description from the seller
Seller feedback (12,059)
- s***r (196)- Feedback left by buyer.Past 6 monthsVerified purchaseThis was a very hard to find (at a reasonable price) item, so it made me happy to find on ebay with a seller who made the purchase effortless! Shipped the same day and arrived in packaging that proved the seller cared a lot about ensuring it was safe. There was no variation from the description - it was exactly what I wanted!
- n***y (40)- Feedback left by buyer.Past 6 monthsVerified purchaseBooks arrive as described and in a timely fashion. Would have wanted slightly better packaging given it was three books together being transported internationally (bubble wrap, a slightly bigger box, etc) but transaction was smooth.
- b***n (291)- Feedback left by buyer.Past 6 monthsVerified purchaseAs described, fast shipping couldve used some cardboard to keep soft cover book sturdy from bending or beating up corners only because sometimes postage handling can be rough but it shipped fine and didn't get roughed up in the mail so item was uneffected, the item still came in good condition bubble envelope. Everything was great! Thank you!
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Seller feedback (12,059)
- s***r (196)- Feedback left by buyer.Past 6 monthsVerified purchaseThis was a very hard to find (at a reasonable price) item, so it made me happy to find on ebay with a seller who made the purchase effortless! Shipped the same day and arrived in packaging that proved the seller cared a lot about ensuring it was safe. There was no variation from the description - it was exactly what I wanted!
- n***y (40)- Feedback left by buyer.Past 6 monthsVerified purchaseBooks arrive as described and in a timely fashion. Would have wanted slightly better packaging given it was three books together being transported internationally (bubble wrap, a slightly bigger box, etc) but transaction was smooth.
- b***n (291)- Feedback left by buyer.Past 6 monthsVerified purchaseAs described, fast shipping couldve used some cardboard to keep soft cover book sturdy from bending or beating up corners only because sometimes postage handling can be rough but it shipped fine and didn't get roughed up in the mail so item was uneffected, the item still came in good condition bubble envelope. Everything was great! Thank you!