Description

Category:Business- Sales & MarketingSales & MarketingSales & Marketing-Mar
Publisher: Pearson Education India | ISBN: 9789332586963 | Pages: 312

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.

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. Patricia Esgate specializes in strategic business development for market platforms that utilize dynamic experiences to build brand loyalty, drive repeat visitation and increase revenue.