The Entertainment Marketing Revolution: Bringing the Moguls, the Media, and the Magic to the World (Financial Times Prentice Hall Books)

	List Price: $49.95 Our Price: $30.31 Your Save: $ 19.64 ( 39% ) Availability: Usually ships in 24 hours Manufacturer: FT Press
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Binding: Paperback Dewey Decimal Number: 302.230688 EAN: 9780130293503 ISBN: 0130293504 Label: FT Press Number Of Items: 1 Number Of Pages: 384 Publication Date: 2002-05-11 Publisher: FT Press Studio: FT Press
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Spotlight customer reviews: Customer Rating: Summary: This Book Does NOT Suck Comment: I received this book along with two others (one of which is titled "Smart Globalization" and I posted a review of that book on Amazon as well). Most of the reviewers share the same perspective on this book as me, so I'll keep this review short. Take a look at my rating. This book is entertaining and not boring. There you go. Buy it. It's worth your money. Trust me, I'd tell you if a book sucked or not. Customer Rating: Summary: Written in 2002 -- much still holds up in 2006 E360 Comment: Hi, full disclosure here -- I've also written about this space in several books and reports including the National Assn of Broadcasters MULTIMEDIA 2000 -- HOLLYWOODUSA section I wrote in 1994 and scores of articles for Film & Video Magazine, BUSINESS 2.0 and ad/entertainment trade pubs including HOLLYWOOD REPORTER, digitrends.net and imediaconnection.com where I still write about emerging entertainment platforms. But onto this book. Also I don't thing I've met either of the authors Al or Patricia FYI. Al's a professor of NYU and Patricia is the exec editor of Entertanment Managament magazine which I've never seen -- I'm sure it's good. (Couldn't find a link online) Anyway -- 12 chapters covering such topics as 1) Marketing basics 2) People & players 3) Movies 4) Network TV/Syndicatio/Radio 5) Cable and Satellite & PPV 6) Publishing 7) Music 8)Sports 9) Travel & tourism 10) LBE & experiential branding. I'm writing this the week that NBC decides to advertise on Youtube.com for it's fall shows. And I look in this index and only see about 5 pages for Internet. So take that with a grain of salt...I do LOVE that they include Sports, Travel & Tourism and one of my favorites LBE (location based entertainment & what they call experiential branding). They define the 4C's of Entertainment Marketing as 1) content 2) conduit 3) consumption and 4 convergence....In the new economy many of us believe that the 4C's that matter are a) connectivity, b) community c) commerce and d) content. As one of my pals says -- if you don't put butts in the seats it doesn't matter how cool the convergence is :)) COMMERCE COMMERCE -- making money while you sleep -- either advertising or sponsorship are crucial in the new arena of entertainment marketing. This book gives a great profile of Barry Diller who I believe is one of the old economy gurus who really GOT and GETS the new economy. Eisner and Ovitz are also mentioned-- neither are players anymore and I doubt whether many people want to follow Ovitz path...Disappointed to only see 2 pages on Sponsorship when it is SOOO big -- think NASCAR -- think PIXAR's CARS -- zillions of sponsors Only two pages on merchandising -- which I have to really disagree with -- since Jurassic Park -- most of the major films have made more money with merchandise-- T shirts/licensing etc than with their content! THE INDEX IS GREAT -- the book belongs on your shelf even if it's a bit dated-- good way to see how the world changed between 2002 and 2006 -- 4 years WOW -- now ESPN is on 12 platforms -- ranging from mobile to Internet to Broadband to Satelillite, PPV etc. And of course the rise of social networking -- Myspace.com and Youtube.com are changing how marketing is done daily. Xspace is what many people here in Hollywood call Myspace's promo of X-Men --really awesome promo. Customer Rating: Summary: Great breadth of coverage Comment: This is a great compendium providing both breadth - film, cable TV, publishing, music, etc. are covered - with perspective since the narration works in recent and long-past history. In the movie section that was of particular interest to me, there was theory and also practical information such as some films aren't shown to press reviewers in advance, which is a sure sign the studio has little confidence in the appeal of these films. Etc. By the way, I'm author of "Marketing to Moviegoers" from Focal Press that covers once slice of "Marketing Revolution's" broad turf. Customer Rating: Summary: What a disappointment! Comment: The eBook format is a HUGE disappointment. You cannot print anything or extract anything. What a waste. Now I have to buy the hardback, too. . . DON'T WASTE YOUR MONEY ON THIS eBook FORMAT!!!! It is like throwing good money after bad. Customer Rating: Summary: From A Former Student Comment: This book mirrors the way Al teaches - colorful stories with rich insights into the industry. The book is a must read for anyone interested in the fabulous world of Media and Entertainment. It makes for an easy and fun read; most importantly when you are done, you actually remember what you read! Al has had an illustrious career that he passionately and enthusiastically shares with his students. Now the rest of the world is privy to his wisdom. Read it, you won't be disappointed.
Editorial Reviews: Customer Rating: Summary: This Book Does NOT Suck Comment: I received this book along with two others (one of which is titled "Smart Globalization" and I posted a review of that book on Amazon as well). Most of the reviewers share the same perspective on this book as me, so I'll keep this review short. Take a look at my rating. This book is entertaining and not boring. There you go. Buy it. It's worth your money. Trust me, I'd tell you if a book sucked or not. Customer Rating: Summary: Written in 2002 -- much still holds up in 2006 E360 Comment: Hi, full disclosure here -- I've also written about this space in several books and reports including the National Assn of Broadcasters MULTIMEDIA 2000 -- HOLLYWOODUSA section I wrote in 1994 and scores of articles for Film & Video Magazine, BUSINESS 2.0 and ad/entertainment trade pubs including HOLLYWOOD REPORTER, digitrends.net and imediaconnection.com where I still write about emerging entertainment platforms. But onto this book. Also I don't thing I've met either of the authors Al or Patricia FYI. Al's a professor of NYU and Patricia is the exec editor of Entertanment Managament magazine which I've never seen -- I'm sure it's good. (Couldn't find a link online) Anyway -- 12 chapters covering such topics as 1) Marketing basics 2) People & players 3) Movies 4) Network TV/Syndicatio/Radio 5) Cable and Satellite & PPV 6) Publishing 7) Music 8)Sports 9) Travel & tourism 10) LBE & experiential branding. I'm writing this the week that NBC decides to advertise on Youtube.com for it's fall shows. And I look in this index and only see about 5 pages for Internet. So take that with a grain of salt...I do LOVE that they include Sports, Travel & Tourism and one of my favorites LBE (location based entertainment & what they call experiential branding). They define the 4C's of Entertainment Marketing as 1) content 2) conduit 3) consumption and 4 convergence....In the new economy many of us believe that the 4C's that matter are a) connectivity, b) community c) commerce and d) content. As one of my pals says -- if you don't put butts in the seats it doesn't matter how cool the convergence is :)) COMMERCE COMMERCE -- making money while you sleep -- either advertising or sponsorship are crucial in the new arena of entertainment marketing. This book gives a great profile of Barry Diller who I believe is one of the old economy gurus who really GOT and GETS the new economy. Eisner and Ovitz are also mentioned-- neither are players anymore and I doubt whether many people want to follow Ovitz path...Disappointed to only see 2 pages on Sponsorship when it is SOOO big -- think NASCAR -- think PIXAR's CARS -- zillions of sponsors Only two pages on merchandising -- which I have to really disagree with -- since Jurassic Park -- most of the major films have made more money with merchandise-- T shirts/licensing etc than with their content! THE INDEX IS GREAT -- the book belongs on your shelf even if it's a bit dated-- good way to see how the world changed between 2002 and 2006 -- 4 years WOW -- now ESPN is on 12 platforms -- ranging from mobile to Internet to Broadband to Satelillite, PPV etc. And of course the rise of social networking -- Myspace.com and Youtube.com are changing how marketing is done daily. Xspace is what many people here in Hollywood call Myspace's promo of X-Men --really awesome promo. Customer Rating: Summary: Great breadth of coverage Comment: This is a great compendium providing both breadth - film, cable TV, publishing, music, etc. are covered - with perspective since the narration works in recent and long-past history. In the movie section that was of particular interest to me, there was theory and also practical information such as some films aren't shown to press reviewers in advance, which is a sure sign the studio has little confidence in the appeal of these films. Etc. By the way, I'm author of "Marketing to Moviegoers" from Focal Press that covers once slice of "Marketing Revolution's" broad turf. Customer Rating: Summary: What a disappointment! Comment: The eBook format is a HUGE disappointment. You cannot print anything or extract anything. What a waste. Now I have to buy the hardback, too. . . DON'T WASTE YOUR MONEY ON THIS eBook FORMAT!!!! It is like throwing good money after bad. Customer Rating: Summary: From A Former Student Comment: This book mirrors the way Al teaches - colorful stories with rich insights into the industry. The book is a must read for anyone interested in the fabulous world of Media and Entertainment. It makes for an easy and fun read; most importantly when you are done, you actually remember what you read! Al has had an illustrious career that he passionately and enthusiastically shares with his students. Now the rest of the world is privy to his wisdom. Read it, you won't be disappointed. Entertainment Marketing shows you how to differentiate your product and find your market in today's incredibly complex, brutally competitive $500 billion global entertainment marketplace. Industry insiders Al Lieberman and Pat Esgate cover the entire entertainment industry, offering powerful insights into marketing film, video, broadcast, cable, radio, music, print, games, sports, travel, theme parks, and much more. Understand the driving forces, key synergies, new opportunities, and advanced marketing techniques today's top companies are riding to success. Learn how to create tomorrow's blockbuster properties by addressing all of the essential "4C"s of entertainment -- content, conduit, consumption, and convergence. Discover how to organize and time your marketing campaigns; how to identify new trends, markets, and niches before your competitors do; and how to take advantage of entirely new approaches, such as experiential branding. From licensing characters to marketing athletes, Lieberman and Esgate offer insights for success in every facet of entertainment marketing.

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