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Der endgültige Leitfaden für Unterhaltungs-Marketing: Die Buckelpule bringen, die...-
by Lieberman, Al; Esgate, Pat | HC | Good
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eBay-Artikelnr.:197006251025
Artikelmerkmale
- Artikelzustand
- Gut
- Hinweise des Verkäufers
- Binding
- Hardcover
- Book Title
- The Definitive Guide to Entertainment Marketing
- Weight
- 1 lbs
- Product Group
- Book
- IsTextBook
- No
- ISBN
- 9780133092080
Über dieses Produkt
Product Identifiers
Publisher
FT Press
ISBN-10
0133092089
ISBN-13
9780133092080
eBay Product ID (ePID)
143675750
Product Key Features
Number of Pages
368 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, Media Studies, General, Strategic Planning
Type
Textbook
Subject Area
Social Science, Games & Activities, Business & Economics
Format
Hardcover
Dimensions
Item Height
0.9 in
Item Weight
22.4 Oz
Item Length
9.4 in
Item Width
7.3 in
Additional Product Features
Edition Number
2
Intended Audience
Scholarly & Professional
Dewey Edition
23
TitleLeading
The
Illustrated
Yes
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., Master today's newest entertainment marketing techniques for every part of the global industry: film, cable, broadcast, sports, publishing, social communities, electronic gaming, travel/tourism, location-based and experiential entertainment, and more
LC Classification Number
P96.M36
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ThriftBooks
98,9% positive Bewertungen•19,8 Mio. Artikel verkauft
Angemeldet als gewerblicher Verkäufer
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Verkäuferbewertungen (5.709.578)
- c***m (426)- Bewertung vom Käufer.Letzte 6 MonateBestätigter KaufWOW!; I cannot believe this 3 Days to Hawaii! ; AAA+++; Excellent Service; Great Pricing; Fast Delivery-Faster Than Expected to Hawaii!; Shipped 05/05, Mon, Received 05/08, Thu to Hawaii using free shipping; USPS Ground Mail, Book in Excellent Condition--Better Than Described ; TLC Packaging; Excellent Seller Communication, Sends updates . Highly Recommended!, Thank you very much!The Internment of Japanese Americans During World War II (Nr. 146005407795)
- v***v (2070)- Bewertung vom Käufer.Letzter MonatBestätigter KaufAlthough this book was not as described, with no picture of it in the listing, the seller communicated well and quickly gave me a full refund while letting me keep it. The minimal packaging left the book a bit vulnerable (typical for ThriftBooks), but it did arrive safely and timely. As usual, it’s hit or miss with this seller, but often times you can get great values, and their customer service is always very good. Many other sellers with millions of transactions don’t even communicate.
- 2***j (113)- Bewertung vom Käufer.Letzter MonatBestätigter KaufI've ordered several items from this vendor now and they've always been what they were advertised as. This was no exception. Both discs were in great shape as well as their jewel cases. Delivery is good, packaging is simple but effective for what you're paying and I haven't had any get damaged. Will keep buying from this vendor because of the results so far and good prices, too.