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

Introduction Let Us Entertain You     1
The Market for Marketingand Marketing Professionals     2
What Sets Entertainment Marketing Apart?     5
New Channels, New Challenges     6
Marketing to the Mass     6
The Digital Disruption     7
A Marketers Manifesto     9
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Marketing     11
The Four Cs     11
The First C: Content     13
The Second C: Conduit     16
The Third C: Consumption     16
The Fourth C: Convergence     17
Summary     22
Chapter 2 Getting the Product to Market: Who and How     23
Molding the Message     23
In the Good Old Days     24
Vive La Revolution!     25
Super-Size Me     26
Decisions, Decisions     29
Summary     43
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee     45
Big Numbers for the Big Screen     45
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