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| Introduction: Let Us Entertain You | |
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| The Market for Marketing-and Marketing Professionals | |
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| What Sets Entertainment Marketing Apart? | |
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| New Channels, New Challenges | |
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| Marketing to the Mass | |
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| The Digital Disruption | |
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| A Marketer's Manifesto | |
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| Begin with the Basics: The What and Where of Entertainment Marketing | |
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| The Four Cs | |
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| The First C: Content | |
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| The Second C: Conduit | |
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| The Third C: Consumption | |
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| The Fourth C: Convergence | |
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| Summary | |
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| Getting the Product to Market: Who and How | |
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| Molding the Message | |
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| In the Good Old Days | |
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| Vive La Revolution! | |
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| Super-Size Me | |
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| Decisions, Decisions | |
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| Summary | |
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| Marketing Movies: Building Wannasee, Haftasee, and Mustsee | |
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| Big Numbers for the Big Screen | |
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| A Bit of Background | |
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| Reducing Risk: High Concept Films | |
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| Dum-Dum….Dum-Dum | |
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| Reducing Risk: Hollywood Meets Madison Avenue | |
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| Behind the Scenes: The Producer | |
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| Out the Door and Onto the Streets: Distribution | |
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| Theaters: Still Big Box Office | |
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| Movie Marketing: Who Are the Targets? | |
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| Marketing Methods | |
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| Ticket Presale Conduits | |
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| The Oscars-A Powerful Marketing Tool | |
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| Techno Tools | |
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| Planes, Trains, Automobiles-and More | |
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| Independent Films | |
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| Summary | |
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| Further Reading | |
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| Magazines to Devour | |
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| The Business of Broadcasting: Network TV, Syndication, and Radio | |
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| Broadcast Basics | |
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| Local Television Stations | |
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| The Basics of TV Ratings | |
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| Promotion and Marketing | |
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| Syndication | |
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| What's Mine Is Not Yours: The Impact of Technology | |
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| Noncommercially Driven Broadcasting | |
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| Summary: Network TV and Syndication | |
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| Radio | |
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| Summary: Radio | |
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| For Further Reading | |
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| Magazines to Devour | |
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| The Rising Tide of Technology: Television Content Delivery in a Digital Age | |
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| The Multichannel Video Universe | |
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| Beyond Basic | |
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| Media, Marketing, and Money | |
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| The Search for Subscribers | |
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| Cable Television: A Marketing Powerhouse | |
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| Summary | |
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| For Further Reading | |
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| Digital Disruption | |
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| Cable Levels Off: The Era of New Challenges | |
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| Over the Top | |
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| Disruptive Conduits | |
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| Summary | |
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| For Further Reading | |
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| Publishing: The Printed Word Goes Digital | |
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| In the Beginning | |
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| Books | |
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| Marketing Books | |
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| Discoverability | |
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| Branding | |
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| The Changing Publishing Environment | |
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| Summary: Books | |
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| Newspapers and Magazines | |
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| Summary: Newspapers and Magazines | |
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| Summary: Publishing | |
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| For Further Reading | |
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| A Handful of Content: Games, Mobile Applications, and Mobile Marketing | |
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| The Game's Afoot | |
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| Going Mobile | |
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| Mobile Marketing | |
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| Summary: Games, Mobile Applications, and Mobile Marketing | |
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| For Further Reading | |
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| The Universal Language: Music | |
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| They're Playing Our Song | |
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| The Three Forms of Property | |
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| Major Players | |
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| The Music Development Process | |
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| The Changing Face of Distribution | |
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| Reaching the Masses | |
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| Marketing the Music | |
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| Market Segments | |
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| Musical Theater | |
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| Billboard: The Bible of the Business | |
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| Summary | |
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| For Further Reading | |
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| Major Leagues, Major Money: Sports | |
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| This Sporting Life | |
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| Major League Sports | |
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| The Rest of the Story | |
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| The Business of Brands: Licensing and Sponsorship | |
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| Technology Trends | |
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| Marketing Challenges | |
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| Summary | |
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| For Further Reading | |
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| On the Road: Travel and Tourism | |
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| Travelin' On | |
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| Building the Plan | |
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| Advertising, Publicity, and Promotion | |
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| Creating an Identity | |
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| The Dynamics of Travel and Tourism Marketing | |
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| Relationship Marketing | |
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| Other Destination Entertainment | |
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| Summary | |
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| For Further Reading | |
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| What's Next: A Global Snapshot | |
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| Global Regions: North America | |
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| Global Regions: Latin America | |
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| Global Regions: EMEA | |
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| Global Regions: Asia Pacific | |
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| Summary | |
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| Conclusion Where Do We Go from Here? | |
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| Who: The Consumer | |
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| What: Technology and Trends | |
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| Why: The More Things Change | |
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| Where: Where Do You Want It? | |
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| When: Get Onboard | |
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| Index | |