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Merchandise Licensing in the Television Industry cover
  • ISBN: 9780240802107
  • ISBN10: 0240802101

Merchandise Licensing in the Television Industry

by Raugust, Karen

  • List Price: $49.95
  • Binding: Paperback
  • Publisher: Focal Press
  • Publish date: 12/01/2004
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Description
The book provides members of the television industry - who increasingly view licensing as having the potential to generate ancillary revenue streams - with concrete, how-to information on launching a merchandise licensing program. It contains anecdotes and examples that will give those new to the business a feel for how it operates.The book provides an overview of merchandise licensing for broadcast and cable television executives. It offers a historical context; a discussion of current and future trends; an examination of the players involved in television-based licensing and their respective roles; an explanation of how to evaluate and implement a licensing program based on a character, a television program, or a brand; and a variety of case studies to illustrate the points in the book.
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Hippo Books

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