The Definitive Guide to Entertainment Marketing

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Master today's newest entertainment marketing techniques across the global industry, including film, cable, broadcast, sports, publishing, social communities, electronic gaming, and more. The entertainment industry has surged to nearly a trillion dollars worldwide, with significant changes in platforms, media, tools, and markets. Al Lieberman and Patricia Esgate have revised their classic guide to reflect these transformations and prepare marketers for future shifts. This comprehensive resource surveys all major entertainment marketing platforms, drawing from decades of experience. Lieberman and Esgate address challenges and opportunities presented by new technologies like smartphones and tablets, explore the implications of globalization in entertainment, and showcase integrated marketing strategies that create synergies across advertising, promotion, PR, and social media. They also highlight emerging challenges that industry professionals must recognize. This engaging and conversational guide is essential for anyone interested in the entertainment business and indispensable for those aiming to enter the industry as marketing or PR professionals.