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

by Al Lieberman, Pat Esgate

Master today's newest entertainment marketing techniques for every part of the global industry: film, cable, broadcast, sports, publishing, social communities, electronic gaming, travel/tourism, location-based and experiential entertainment, and more! Over the past decade, the entertainment industry has exploded in size: it's now nearing a trillion dollars worldwide. Everything's changed: 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 even more massive changes on the way. "The Definitive Guide to Entertainment Marketing, Second Edition" surveys every major entertainment marketing platform. Reflecting decades of intimate experience as practitioners, Lieberman and Esgate illuminate challenges and opportunities associated with new technologies such as smartphones and tablets; explain the extraordinary implications of globalization in the entertainment industry; demonstrate sophisticated new integrated marketing strategies that build synergies across advertising, promotion, PR, and social media; and 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."

Genres: Business

294 pages, Hardcover

First published May 1, 2002

Reviews

[Nicole Centofanti · Rating 2 out of 5]

I had to read this book for class. It is highly out dated for 2024.

[Margaux · Rating 3 out of 5]

Lots of numbers, but not enough strategy.

[Matt Peters · Rating 4 out of 5]

Awesome. I am using this in my Publishing and Distribution class.

[Marifer Medina]

It´s great.