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…mehr
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 tablets Explain the implications of globalization in entertainment Demonstrate new integrated marketing approaches that build synergies across advertising, promotion, PR, and social media Preview 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. Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
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 countries and 16 languages. His research involves film festivals, technology and its disruptive impact on media and entertainment, and global entertainment and media. He has worked and taught in Italy, France, Germany, India, Argentina, China, and Brazil. Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation, and increase revenue. Through the consulting practice of Esgate & Associates, Ms. Esgate’s clients have included the Walt Disney Company, Sony, Universal Studios, Jim Henson Productions, and the McDonald’s Corporation, along with an extensive list of individual projects both domestic and international. Ms. Esgate has had the pleasure of organizing several conferences focusing on the destination entertainment industry, including her own event, the Summit for Experience Creators, and enjoyed five years as the editor of EM magazine, a groundbreaking publication that focused on all facets of the experiential marketplace. Ms. Esgate has appeared at industry events as both a featured speaker and provocateur; she has also served as a faculty member for Harvard University’s Experience Architecture Forum and Pine & Gilmore’s popular Strategic Horizons thinkAbouts.
Inhaltsangabe
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
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
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
