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Binding: PaperbackDewey Decimal Number: 302.230688 EAN: 9780130293503 ISBN: 0130293504 Label: FT Press Manufacturer: FT Press Number Of Items: 1 Number Of Pages: 384 Publication Date: May 11, 2002 Publisher: FT Press Studio: FT Press Editorial Review: Product Description: Entertainment Marketing shows you how to differentiate your product and find your market in today's incredibly complex, brutally competitive $500 billion global entertainment marketplace. Industry insiders Al Lieberman and Pat Esgate cover the entire entertainment industry, offering powerful insights into marketing film, video, broadcast, cable, radio, music, print, games, sports, travel, theme parks, and much more. Understand the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success. Learn how to create tomorrow's blockbuster properties by addressing all of the essential "4C"s of entertainment -- content, conduit, consumption, and convergence. Discover how to organize and time your marketing campaigns; how to identify new trends, markets, and niches before your competitors do; and how to take advantage of entirely new approaches, such as experiential branding. From licensing characters to marketing athletes, Lieberman and Esgate offer insights for success in every facet of entertainment marketing. Average Rating:
 Rating:  - This Book Does NOT SuckI received this book along with two others (one of which is titled "Smart Globalization" and I posted a review of that book on Amazon as well). Most of the reviewers share the same perspective on this book as me, so I'll keep this review short. Take a look at my rating. This book is entertaining and not boring. There you go. Buy it. It's worth your money. Trust me, I'd tell you if a book sucked or not. Rating:  - Written in 2002 -- much still holds up in 2006 E360Hi, full disclosure here -- I've also written about this space in several books and reports including the National Assn of Broadcasters MULTIMEDIA 2000 -- HOLLYWOODUSA section I wrote in 1994 and scores of articles for Film & Video Magazine, BUSINESS 2.0 and ad/entertainment trade pubs including HOLLYWOOD REPORTER, digitrends.net and imediaconnection.com where I still write about emerging entertainment platforms. But onto this book. Also I don't thing I've met either of the authors Al or Patricia ... Read More Rating: - Great breadth of coverageThis is a great compendium providing both breadth - film, cable TV, publishing, music, etc. are covered - with perspective since the narration works in recent and long-past history. In the movie section that was of particular interest to me, there was theory and also practical information such as some films aren't shown to press reviewers in advance, which is a sure sign the studio has little confidence in the appeal of these films. Etc. By the way, I'm author of "Marketing to Moviegoers" from Focal ... Read More Rating:  - What a disappointment!The eBook format is a HUGE disappointment. You cannot print anything or extract anything. What a waste. Now I have to buy the hardback, too. . . DON'T WASTE YOUR MONEY ON THIS eBook FORMAT!!!! It is like throwing good money after bad. Rating: - From A Former StudentThis book mirrors the way Al teaches - colorful stories with rich insights into the industry. The book is a must read for anyone interested in the fabulous world of Media and Entertainment. It makes for an easy and fun read; most importantly when you are done, you actually remember what you read! Al has had an illustrious career that he passionately and enthusiastically shares with his students. Now the rest of the world is privy to his wisdom. Read it, you won't be disappointed. |
