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  • ISBN: 9780130293503
  • ISBN10: 0130293504

The Entertainment Marketing Revolution Bringing the Moguls, the Media, and the Magic to the World

by Al Lieberman

  • List Price: $49.95
  • Binding: Hardcover
  • Edition: 1
  • Publisher: Pearson P T R
  • Publish date: 05/01/2002
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Description: Foreword. Introduction. 1. Peeling the Onion: Entertainment Marketing Basics. Overview. The Four C's of Entertainment. Content. Conduit. Consumption. Convergence. Rubber Brands: Extending the Equity. Summary. 2. People, Power, and Players. Overview. Molding the Message. Decisions, Decisions. Tailoring the Team. Movers and Shakers. Memorable Moguls. Summary. 3. Movies: Wannasee, Haftasee, and Mustsee. Overview. To Market, To Market. Risky Business. Wannasee. Independent Films. Summary. Further Reading. 4. Network TV, Syndication, and Radio. Overview. Network Television: The Mother of Them All. Local Television Stations. The Basics of TV Ratings. Promotion and Marketing. Syndication. Non-Commercially Driven Broadcasting. TV Technology. Summary: Network TV and Syndication. 5. Radio. Don't Touch That Dial: The Basics of Radio Marketing. The Beat Goes Onaand On. For Further Reading. Cable Television and Direct Broadcast Satellite: Basic, Premium, and Pay-Per-View. Overview. The Basics of Basic Cable. The Growth of the Industry. Cable's Marketing Advantage: Reach and Segmentation. Media, Marketing, and Money. The Search for Subscribers. New Directions in the Multichannel Arena. New TV Technology. Summary. For Further Reading. 6. Publishing: The Printed Word. Overview. Books. When, Where, and to Whom. Marketing Books. New Wrinkles in Book Marketing. The Final Frontier: Character as Brand. The Changing Publishing Environment. Summary: Books. Newspapers. Summary: Newspapers. Magazines. Summary: Magazines. Electronic Games. Summary: Electronic Games. Summary: Publishing. For Further Reading. 7. Music. Overview. Music Labels. The All-Important Airplay. Live Music. Getting the Music to the Masses: Retail Distribution. Marketing the Music. New Niches. Techno Trends. The Global Music Market. Billboard.Com: A Case Study. Summary. For Further Reading. 8. Sports. Overview. Major League Sports. The Impact of Marketing. Non-League Sports. Sports Online: Today's Technologies. Summary. For Further Reading. 9. Travel and Tourism. Overview. Promising Paradise. Building the Plan. Creating an Identity. Dynamics of Travel and Tourism Marketing. Relationship Marketing. Advertising, Publicity, and Promotion. Alternative Destinations. Summary. For Further Reading. 10. Location-Based Entertainment and Experiential Branding. Overview. Location-Based Entertainment. Off the Streets and Into the Mall. Experiential Branding. The Economics of Experience. Bringing the Brand to Life. The 11 Stages of Project Development. Summary. For Further Reading. 11. Changes and Challenges. Overview. Going Global. Marketing in the New Millennium. Piracy. The Global Snapshot. Summary. Conclusion: Where Do We Go From Here? Index.
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