The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To The World

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The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To The World

by Al Lieberman, Pat Esgate

Pearson Education | June 28, 2013 | Hardcover

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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.

Format: Hardcover

Dimensions: 368 pages, 9.38 × 7.32 × 0.86 in

Published: June 28, 2013

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0133092089

ISBN - 13: 9780133092080

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– More About This Product –

The Definitive Guide To Entertainment Marketing: Bringing The Moguls, The Media, And The Magic To The World

by Al Lieberman, Pat Esgate

Format: Hardcover

Dimensions: 368 pages, 9.38 × 7.32 × 0.86 in

Published: June 28, 2013

Publisher: Pearson Education

Language: English

The following ISBNs are associated with this title:

ISBN - 10: 0133092089

ISBN - 13: 9780133092080

Table of Contents

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
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From the Publisher

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.

From the Jacket

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.

About the Author

Al Lieberman is a Clinical Professor of Marketing and the Executive Director of the Entertainment, Media, and Technology (EMT) Program at the Stern School of Business, New York University, where he was awarded the first Albert Gallatin endowed Chair as Professor of Business. He has created a unique specialization curriculum with courses covering the marketing, professional management, finance, accounting, globalization, new media, and strategic development of the entertainment, media, and telecommunication sectors. Professor Lieberman has extensive experience in the world of entertainment marketing. He served for over 12 years as President and founder of Grey Entertainment and Media, a wholly owned subsidiary of Grey Advertising. Under his leadership, Grey Entertainment grew to become a leading specialized marketing and communications agency, servicing clients such as Warner Bros. Studios, Warner Home Video, ABC Entertainment, Harper Collins Publishers, Viking/Penguin, Murdoch Magazines, People Magazine, Universal Music, Radio City Music Hall, Madison Square Garden Network, Metro Cable Coop (1.800.OK.Cable), Celebrity Cruises, and Barbados Board of Tourism, among others. Professor Lieberman also served as Executive Vice President of Simon & Schuster. As General Manager of the Silhouette book division, he played a significant role in launching the Silhouette paperback brand, which grew to over $250 million dollars in retail sales worldwide, with distribution in 90 countrie
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