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Your Guide To Entertainment Marketing and Performance (Collection)

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Your Guide To Entertainment Marketing and Performance (Collection)

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  • Copyright 2014
  • Edition: 1st
  • eBook (Watermarked)
  • ISBN-10: 0-13-374119-2
  • ISBN-13: 978-0-13-374119-3

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 tomorrowin 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.

Sample Content

Table of Contents

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


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