For undergraduate and graduate level Marketing and Communication courses or practitioners in the entertainment industry.
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.
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. Segmenting entertainment 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: Disney's California Theme Parks
4. Marketing a movie brand: Revitalizing The Pink Panther Brand
5. Marketing a celebrity: The Oprah Brand
PostScript:
Glossary of terms
Index