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.
