The Definitive Guide to Entertainment Marketing: : Bringing the Moguls, the Media, and the Magic to the World, second Edition / Lieberman, Al.

Format:

Book

Author/Creator:

Lieberman, Al, author.

Esgate, Pat, author.

Language:

English

Subjects (All):

Marketing.

Export marketing.

Physical Description:

1 online resource (368 pages)

Edition:

2nd edition

Place of Publication:

Pearson, 2013.

System Details:

text file

Summary:

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.

Contents:

Introduction : let us entertain you

Begin with the basics : the what and where of entertainment marketing

Getting the product to market : who and how

Marketing movies : building wannasse, haftasee, and mustsee

The business of broadcasting : network TV, syndication, and radio

The rising tide of technology : televison content delivery in a digital age

Digital disruption

Publishing : the printed word goes digital

A handful of content : games, mobile applications, and mobile media

The universal language : music

Major leagues, major money : sports

On the road : travel and tourism

What's next : a global snapshot

Conclusion : where do we go from here?

Notes:

Includes index.

Online resource; Title from title page (viewed June 28, 2013)

OCLC:

855052795