<P style="MARGIN: 0px">Over the past decade, the entertainment industry has exploded in size: it&#39;s now nearing a trillion dollars worldwide. That&#39;s five times as large as it was when the best-selling first edition of this book (then called <I>The Entertainment Marketing Revolution</I>) was published. Everything&#39;s changed since then: new platforms, new media, new tools, new global markets -- <I>everything</I>. 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.</P>  <P style="MARGIN: 0px">&nbsp;</P>  <P style="MARGIN: 0px"><I>The Definitive Guide to Entertainment Marketing</I> 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:&nbsp;</P>  <UL>  <LI>Explore challenges and opportunities associated with new technologies such as smartphones and tablets</LI>  <LI>Explain the implications of globalization in entertainment</LI>  <LI>Demonstrate new integrated marketing approaches that build synergies across advertising, promotion, PR, and social media</LI>  <LI>Preview emerging challenges that practitioners can&#39;t afford to ignore.</LI></UL>  <P style="MARGIN: 0px">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.</P>

<P style="MARGIN: 0px"><B>Introduction Let Us Entertain You&nbsp;&nbsp;&nbsp;&nbsp; 1<BR></B>The Market for Marketing&mdash;and Marketing Professionals&nbsp;&nbsp;&nbsp;&nbsp; 2<BR>What Sets Entertainment Marketing Apart?&nbsp;&nbsp;&nbsp;&nbsp; 5<BR>New Channels, New Challenges&nbsp;&nbsp;&nbsp;&nbsp; 6<BR>Marketing to the Mass&nbsp;&nbsp;&nbsp;&nbsp; 6<BR>The Digital Disruption&nbsp;&nbsp;&nbsp;&nbsp; 7<BR>A Marketer&rsquo;s Manifesto&nbsp;&nbsp;&nbsp;&nbsp; 9<BR><B>Chapter 1 Begin with the Basics: The What and Where of Entertainment<BR></B>Marketing&nbsp;&nbsp;&nbsp;&nbsp; 11<BR>The Four Cs&nbsp;&nbsp;&nbsp;&nbsp; 11<BR>The First C: Content&nbsp;&nbsp;&nbsp;&nbsp; 13<BR>The Second C: Conduit&nbsp;&nbsp;&nbsp;&nbsp; 16<BR>The Third C: Consumption&nbsp;&nbsp;&nbsp;&nbsp; 16<BR>The Fourth C: Convergence&nbsp;&nbsp;&nbsp;&nbsp; 17<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 22<BR><B>Chapter 2 Getting the Product to Market: Who and How&nbsp;&nbsp;&nbsp;&nbsp; 23<BR></B>Molding the Message&nbsp;&nbsp;&nbsp;&nbsp; 23<BR>In the Good Old Days&nbsp;&nbsp;&nbsp;&nbsp; 24<BR>Vive La Revolution!&nbsp;&nbsp;&nbsp;&nbsp; 25<BR>Super-Size Me&nbsp;&nbsp;&nbsp;&nbsp; 26<BR>Decisions, Decisions&nbsp;&nbsp;&nbsp;&nbsp; 29<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 43<BR><B>Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee&nbsp;&nbsp;&nbsp;&nbsp; 45<BR></B>Big Numbers for the Big Screen&nbsp;&nbsp;&nbsp;&nbsp; 45<BR>A Bit of Background&nbsp;&nbsp;&nbsp;&nbsp; 47<BR>Reducing Risk: High Concept Films&nbsp;&nbsp;&nbsp;&nbsp; 48<BR>Dum-Dum....Dum-Dum&nbsp;&nbsp;&nbsp;&nbsp; 48<BR>Reducing Risk: Hollywood Meets Madison Avenue&nbsp;&nbsp;&nbsp;&nbsp; 50<BR>Behind the Scenes: The P&nbsp;&nbsp;&nbsp;&nbsp; 53<BR>Out the Door and Onto the Streets: Distribution&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 55<BR>Theaters: Still Big Box Office&nbsp;&nbsp;&nbsp;&nbsp; 57<BR>Movie Marketing: Who Are the Targets?&nbsp;&nbsp;&nbsp;&nbsp; 58<BR>Marketing Methods&nbsp;&nbsp;&nbsp;&nbsp; 61<BR>Ticket Presale Conduits&nbsp;&nbsp;&nbsp;&nbsp; 65<BR>The Oscars&mdash;A Powerful Mrketing Tool&nbsp;&nbsp;&nbsp;&nbsp; 65<BR>Techno Tools&nbsp;&nbsp;&nbsp;&nbsp; 66<BR>Planes, Trains, Automobiles&mdash;and More&nbsp;&nbsp;&nbsp;&nbsp; 67<BR>Independent Films&nbsp;&nbsp;&nbsp;&nbsp; 67<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 72<BR>Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 73<BR>Magazines to Devour&nbsp;&nbsp;&nbsp;&nbsp; 73<BR><B>Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio&nbsp;&nbsp;&nbsp;&nbsp; 75<BR></B>Broadcast Basics&nbsp;&nbsp;&nbsp;&nbsp; 75<BR>Local Television Stations&nbsp;&nbsp;&nbsp;&nbsp; 80<BR>The Basics of TV Ratings&nbsp;&nbsp;&nbsp;&nbsp; 82<BR>Promotion and Marketing&nbsp;&nbsp;&nbsp;&nbsp; 89<BR>Syndication&nbsp;&nbsp;&nbsp;&nbsp; 93<BR>What&rsquo;s Mine Is Not Yours: The Impact of Technology&nbsp;&nbsp;&nbsp;&nbsp; 98<BR>Noncommercially Driven Broadcasting&nbsp;&nbsp;&nbsp;&nbsp; 99<BR>Summary: Network TV and Syndication&nbsp;&nbsp;&nbsp;&nbsp; 101<BR>Radio&nbsp;&nbsp;&nbsp;&nbsp; 101<BR>Summary: Radio&nbsp;&nbsp;&nbsp;&nbsp; 111<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 111<BR>Magazines to Devour&nbsp;&nbsp;&nbsp;&nbsp; 111<BR><B>Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age&nbsp;&nbsp;&nbsp;&nbsp; 113<BR></B>The Multichannel Video Universe&nbsp;&nbsp;&nbsp; 113<BR>Beyond Basic&nbsp;&nbsp;&nbsp;&nbsp; 125<BR>Media, Marketing, and Money&nbsp;&nbsp;&nbsp;&nbsp; 127<BR>The Search for Subscribers&nbsp;&nbsp;&nbsp;&nbsp; 130<BR>Cable Television: A Marketing Powerhouse&nbsp;&nbsp;&nbsp;&nbsp; 132<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 133<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 133<BR><B>Chapter 6 Digital Disruption&nbsp;&nbsp;&nbsp;&nbsp; 135<BR></B>Cable Levels Off: The Era of New Challenges&nbsp;&nbsp;&nbsp;&nbsp; 135<BR>Over the Top&nbsp;&nbsp;&nbsp;&nbsp; 139<BR>Disruptive Conduits&nbsp;&nbsp;&nbsp;&nbsp; 141<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 146<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 146<BR><B>Chapter 7 Publishing: The Printed Word Goes Digital&nbsp;&nbsp;&nbsp;&nbsp; 147<BR></B>In the Beginning&nbsp;&nbsp;&nbsp;&nbsp; 147<BR>Books&nbsp;&nbsp;&nbsp;&nbsp; 148<BR>Marketing Books&nbsp;&nbsp;&nbsp;&nbsp; 157<BR>Discoverability&nbsp;&nbsp;&nbsp;&nbsp; 162<BR>Branding&nbsp;&nbsp;&nbsp;&nbsp; 164<BR>The Changing Publishing Environment&nbsp;&nbsp;&nbsp;&nbsp; 166<BR>Summary: Books&nbsp;&nbsp;&nbsp;&nbsp; 169<BR>Newspapers and Magazines&nbsp;&nbsp;&nbsp;&nbsp; 169<BR>Summary: Newspapers and Magazines&nbsp;&nbsp;&nbsp;&nbsp; 173<BR>Summary: Publishing&nbsp;&nbsp;&nbsp;&nbsp; 173<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 173<BR><B>Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing&nbsp;&nbsp;&nbsp;&nbsp; 175<BR></B>The Game&rsquo;s Afoot&nbsp;&nbsp;&nbsp;&nbsp; 175<BR>Going Mobile&nbsp;&nbsp;&nbsp;&nbsp; 179<BR>Mobile Marketing&nbsp;&nbsp;&nbsp;&nbsp; 183<BR>Summary: Games, Mobile Applications, and Mobile Marketing&nbsp;&nbsp;&nbsp;&nbsp; 185<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 186<BR><B>Chapter 9 The Universal Language: Music&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; 187<BR></B>They&rsquo;re Playing Our Song&nbsp;&nbsp;&nbsp;&nbsp; 187<BR>The Three Forms of Property&nbsp;&nbsp;&nbsp;&nbsp; 188<BR>Major Players&nbsp;&nbsp;&nbsp;&nbsp; 189<BR>The Music Development Process&nbsp;&nbsp;&nbsp;&nbsp; 191<BR>The Changing Face of Distribution&nbsp;&nbsp;&nbsp;&nbsp; 193<BR>Reaching the Masses&nbsp;&nbsp;&nbsp;&nbsp; 195<BR>Marketing the Music&nbsp;&nbsp;&nbsp;&nbsp; 199<BR>Market Segments&nbsp;&nbsp;&nbsp;&nbsp; 200<BR>Musical Theater&nbsp;&nbsp;&nbsp;&nbsp; 204<BR>Billboard: The Bible of the Business&nbsp;&nbsp;&nbsp;&nbsp; 208<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 208<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 208<BR><B>Chapter 10 Major Leagues, Major Money: Sports&nbsp;&nbsp;&nbsp;&nbsp; 211<BR></B>This Sporting Life&nbsp;&nbsp;&nbsp;&nbsp; 211<BR>Major League Sports&nbsp;&nbsp;&nbsp;&nbsp; 214<BR>The Rest of the Story&nbsp;&nbsp;&nbsp;&nbsp; 224<BR>The Business of Brands: Licensing and Sponsorship&nbsp;&nbsp;&nbsp;&nbsp; 227<BR>Technology Trends&nbsp;&nbsp;&nbsp;&nbsp; 231<BR>Marketing Challenges&nbsp;&nbsp;&nbsp;&nbsp; 234<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 236<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 236<BR><B>Chapter 11 On the Road: Travel and Tourism&nbsp;&nbsp;&nbsp;&nbsp; 237<BR></B>Travelin&rsquo; On&nbsp;&nbsp;&nbsp;&nbsp; 237<BR>Building the Plan&nbsp;&nbsp;&nbsp;&nbsp; 239<BR>Advertising, Publicity, and Promotion&nbsp;&nbsp;&nbsp;&nbsp; 243<BR>Creating an Identity&nbsp;&nbsp;&nbsp;&nbsp; 243<BR>The Dynamics of Travel and Tourism Marketing&nbsp;&nbsp;&nbsp;&nbsp; 247<BR>Relationship Marketing&nbsp;&nbsp;&nbsp;&nbsp; 251<BR>Other Destination Entertainment&nbsp;&nbsp;&nbsp;&nbsp; 254<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 263<BR>For Further Reading&nbsp;&nbsp;&nbsp;&nbsp; 263<BR><B>Chapter 12 What&rsquo;s Next: A Global Snapshot&nbsp;&nbsp;&nbsp; 265<BR></B>Global Regions: North America&nbsp;&nbsp;&nbsp; 267<BR>Global Regions: Latin America&nbsp;&nbsp;&nbsp;&nbsp; 268<BR>Global Regions: EMEA&nbsp;&nbsp;&nbsp;&nbsp; 271<BR>Global Regions: Asia Pacific&nbsp;&nbsp;&nbsp;&nbsp; 274<BR>Summary&nbsp;&nbsp;&nbsp;&nbsp; 276<BR><B>Conclusion Where Do We Go from Here?&nbsp;&nbsp;&nbsp;&nbsp; 277<BR></B>Who: The Consumer&nbsp;&nbsp;&nbsp;&nbsp; 277<BR>What: Technology and Trends&nbsp;&nbsp;&nbsp;&nbsp; 278<BR>Why: The More Things Change&nbsp;&nbsp;&nbsp;&nbsp; 278<BR>Where: Where Do You Want It?&nbsp;&nbsp;&nbsp;&nbsp; 279<BR>When: Get Onboard&nbsp;&nbsp;&nbsp;&nbsp; 279<BR><B>Index&nbsp;&nbsp;&nbsp;&nbsp; 281</B></P>

<ul>
    <li>
    <div style="MARGIN: 0px">Introduction Let Us Entertain You</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 1 Begin with the Basics: The What and Where of Entertainment</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 2 Getting the Product to Market: Who and How&nbsp;&nbsp;&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee&nbsp;&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio&nbsp;&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 6 Digital Disruption</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 7 Publishing: The Printed Word Goes Digital</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 9 The Universal Language: Music&nbsp;&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 10 Major Leagues, Major Money: Sports&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 11 On the Road: Travel and Tourism&nbsp;&nbsp;&nbsp;&nbsp; </div>
    </li>
    <li>
    <div style="MARGIN: 0px">Chapter 12 What&rsquo;s Next: A Global Snapshot&nbsp;&nbsp;&nbsp;</div>
    </li>
    <li>
    <div style="MARGIN: 0px">Conclusion Where Do We Go from Here?&nbsp;&nbsp;&nbsp;</div>
    </li>
</ul>

Al Lieberman

Pat Esgate

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

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