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Entertainment marketing & communication : selling branded performance, people and places

Author: Shay Sayre
Publisher: Upper Saddle River, N.J., NJ : Pearson/Prentice Hall, ©2008 [i.e. 2007]
Edition/Format:   Print book : EnglishView all editions and formats
Summary:

'Entertainment Marketing & Communication' focuses specifically on entertainment marketing, offering clear and up-to-date framework that allows you to adapt marketing principles and communication  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Shay Sayre
ISBN: 0131986228 9780131986220
OCLC Number: 783413685
Description: xxii, 489 p. : illustrations ; 24 cm
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. 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 FourIndustry 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 FiveCase 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
Other Titles: Entertainment marketing and communication
Responsibility: Shay Sayre.
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