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Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than ever–and it’s changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrow…in The Definitive Guidce to Entertainment Marketing.
Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition, is the definitive guide to today’s most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.
The Definitive Guide to Entertainment Marketing
Introduction Let Us Entertain You 1
Chapter 1 Begin with the Basics: The What and Where of Entertainment
Chapter 2 Getting the Product to Market: Who and How 23
Chapter 3 Marketing Movies: Building Wannasee, Haftasee, and Mustsee 45
Chapter 4 The Business of Broadcasting: Network TV, Syndication, and Radio 75
Chapter 5 The Rising Tide of Technology: Television Content Delivery in a Digital Age 113
Chapter 6 Digital Disruption 135
Chapter 7 Publishing: The Printed Word Goes Digital 147
Chapter 8 A Handful of Content: Games, Mobile Applications, and Mobile Marketing 175
Chapter 9 The Universal Language: Music 187
Chapter 10 Major Leagues, Major Money: Sports 211
Chapter 11 On the Road: Travel and Tourism 237
Chapter 12 What’s Next: A Global Snapshot 265
Conclusion Where Do We Go from Here? 277
Index 281
Marketing Metrics
Acknowledgments ix
About the Authors xi
Foreword xiii
Foreword to the Second Edition xv
Chapter 1 Introduction 1
Chapter 2 Share of Hearts, Minds, and Markets 27
Chapter 3 Margins and Profits 65
Chapter 4 Product and Portfolio Management 109
Chapter 5 Customer Profitability 153
Chapter 6 Sales Force and Channel Management 181
Chapter 7 Pricing Strategy 219
Chapter 8 Promotion 263
Chapter 9 Advertising Media and Web Metrics 287
Chapter 10 Marketing and Finance 337
Chapter 11 The Marketing Metrics X-Ray 357
Chapter 12 System of Metrics 369
Appendix A Survey of Managers’ Use of Metrics 385
Bibliography 393
Endnotes 397
Index 405