Definitive Guide to Entertainment Marketing, The: Bringing the Moguls, the Media, and the Magic to the World

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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 tabletsExplain the implications of globalization in entertainmentDemonstrate new integrated marketing approaches that build synergies across advertising, promotion, PR, and social mediaPreview 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.

Publisher ‏ : ‎ Pearson FT Press; 2nd edition (18 May 2015)
Language ‏ : ‎ English
Paperback ‏ : ‎ 304 pages
ISBN-10 ‏ : ‎ 0134194675
ISBN-13 ‏ : ‎ 978-0134194677
Item Weight ‏ : ‎ 476 g
Dimensions ‏ : ‎ 1.52 x 17.78 x 22.86 cm
Country of Origin ‏ : ‎ India