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Entertainment Marketing & Communication: Selling Branded Performance, People, and Places

Entertainment Marketing & Communication: Selling Branded Performance, People, and Places - 08 edition

ISBN13: 978-0131986220

Cover of Entertainment Marketing & Communication: Selling Branded Performance, People, and Places 08 (ISBN 978-0131986220)
ISBN13: 978-0131986220
ISBN10: 0131986228
Cover type:
Edition/Copyright: 08
Publisher: Prentice Hall, Inc.
Published: 2008
International: No

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Entertainment Marketing & Communication: Selling Branded Performance, People, and Places - 08 edition

ISBN13: 978-0131986220

Shay Sayre

ISBN13: 978-0131986220
ISBN10: 0131986228
Cover type:
Edition/Copyright: 08
Publisher: Prentice Hall, Inc.

Published: 2008
International: No
Summary

Key Benefit- Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and up-to-date framework that allows you to adapt marketing principles and communication theory to the entertainment world. Key Topics- Theoretical or principles perspective: Theories underlie the study of communication, and marketing principles serve as models for developing new and interactive techniques. Behavioral perspective: Principles of consumer behavior and audience motivation provide real understanding of why and how people use entertainment. Implementation perspective: Planning and strategy development are tools of marketing and communication that enable students to directly apply their knowledge. Evaluative perspective: The message becomes profound through real-life examples. Five case studies provide great opportunities to analyze and critique what is really happening today in entertainment marketing. Market- For undergraduate and graduate level Marketing and Communication courses or practitioners in the entertainment industry.

Table of Contents

Introduction:


Part One The Entertainment Industry 1. And Leisure Begot Entertainment 2. Our Merged, Merged World 3.Characterizing our Experience Culture 4.Venue Economics and ServiceScapes

Part Two Entertainment Audiences and Audience Research 5. Audiences, Culture and Subculture 6.Segmentingentertainment audiences 7.Researching and measuring entertainment audiences

Part Three Applying Marketing and Communication Principles 8.Entertainment Marketing Mix, Branding and Communication 9.Integrated and Convergent Promotional Communications 10. Campaign Planning.

Part Four Industry Applications 11. Marketing live performances and events 12. Marketing destinations and tourist services 13. Marketing attractions and themed spaces 14. Marketing mediated entertainment 15. Marketing stars and celebrities

Part Five Case Studies from the Real World of Experiential Entertainment 1. Marketing live performance: Orange County Performing Arts Center Funding Campaign for use with Chapter 11. 2. Marketing a luxury destination: Evolving the Ritz-Carlton Brand 3. Marketing an amusement park: Disneyrsquo;s California Theme Parks 4. Marketing a movie brand: Revitalizing The Pink Panther Brand 5. Marketing a celebrity: The Oprah Brand <

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