Entertainment Marketing & Communication: Selling Branded Performance, People, and Places

by Shay Sayre

Key Benefit- Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and up-to-date framework that allows you to adapt marketing principles and communication theory to the entertainment world. Key Topics- Theoretical or principles Theories underlie the study of communication, and marketing principles serve as models for developing new and interactive techniques. Behavioral Principles of consumer behavior and audience motivation provide real understanding of why and how people use entertainment. Implementation Planning and strategy development are tools of marketing and communication that enable students to directly apply their knowledge. Evaluative The message becomes profound through real-life examples. Five case studies provide great opportunities to analyze and critique what is really happening today in entertainment marketing. Market - For undergraduate and graduate level Marketing and Communication courses or practitioners in the entertainment industry.

489 pages, Paperback

First published July 27, 2007