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

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 Editionsurveys 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.

AL LIEBERMAN (NY, NY) directs the Entertainment, Media and Technology Program at NYU's Stern School of Business. He culminated a long career in marketing and advertising by founding Grey Entertainment, whose clients included Warner Bros., ABC Entertainment, HarperCollins, and Bertelsmann. Variety named him 2011 Media Mentor of the Year.

 

PATRICIA ESGATE, (NY, NY) President of Esgate and Associates, has served clients including Walt Disney, Sony, Universal, Jim Henson, and McDonald's. She has organized many highly successful conferences, including her own annual Summit for Experience Creators; and served on the faculty of Harvard's Experience Architecture Forum.

Foreword

Introduction

1. Peeling the Onion: Entertainment Marketing Basics

2. People, Power, and Players

3. Movies: Wannasee, Haftasee, and Mustsee

4. Network TV, Syndication, and Radio

5. Radio

6. Publishing: The Printed Word

7. Music

8. Sports

9. Travel and Tourism

10. Location-Based Entertainment and Experiential Branding

11. Changes and Challenges

Conclusion: Where Do We Go From Here?