Entertainment Science

Data Analytics and Practical Theory for Movies, Games, Books, and Music

Häftad, Engelska, 2019

AvThorsten Hennig-Thurau,Mark B. Houston

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The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct.

Produktinformation

Utgivningsdatum2019-02-11
Mått155 x 235 x 52 mm
Vikt1 314 g
FormatHäftad
SpråkEngelska
Antal sidor865
FörlagSpringer Nature Switzerland AG
ISBN9783030077334

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Försäljning och marknadsföring inom Ekonomi och ledarskap
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Dr. Thorsten Hennig-Thurau is Professor of Marketing and Media Research and holds the Chair for Marketing & Media Research at the University of Münster’s prestigious Marketing Center. Prior to joining the University of Münster in 2010, he was a professor at the Bauhaus University of Weimar and served as a part-time Research Professor of Marketing at City University London’s Cass Business School for ten years. Dr. Hennig-Thurau’s academic work focuses on the entertainment industries and the consequences of digitalization, such as the role of social media for firms and consumers; he teaches entertainment and media marketing classes, along with courses on branding and innovations.Dr. Mark B. Houston (Ph.D. Arizona State University; M.B.A. University of Missouri; B.S. Southwest Baptist University) is Professor of Marketing at Texas Christian University, where he holds the Eunice and James L. West Chair in Marketing. He is alsoVisiting Professor of Marketing at University of Münster, and a member of the CSL Research Faculty, Center for Services Leadership, Arizona State University. Dr. Houston previously served as Professor of Marketing at Texas A&M University (where he was also Head of the Marketing Department), University of Missouri-Columbia, where he held the David and Judy O’Neal MBA Professorship, Saint Louis University and Bowling Green State University.

Forget the "Nobody-Knows Anything" Mantra: It's Time for Entertainment Science!.- Products, Markets & Consumers - The Business and Economics of Entertainment: The Fundamentals of Entertainment.- Why Entertainment Products Are Unique: Key Characteristics.- Why Entertainment Markets Are Unique: Key Characteristics.- Creating Value, Making Money: Essential Business Models for Entertainment Products.- The Consumption Side of Entertainment.- Managing & Marketing Entertainment - What Makes an Entertainment Product a Hit?: Entertainment Product Decisions, Episode 1: The Quality of the Entertainment Experience.- Entertainment Product Decisions, Episode 2: Search Qualities and Unbranded Signals.- Entertainment Product Decisions, Episode 3: Brands as Quality Signals.- Entertainment Product Decisions, Episode 4: How to Develop New Successful Entertainment Products.- Entertainment Communication Decisions, Episode 1: Paid and Owned Channels.- Entertainment Communication Decisions, Episode 2:"Earned" Channels.- Entertainment Distribution Decisions.- Entertainment Pricing Decisions.- Integrating Entertainment Marketing: Creating Blockbusters and Niche Products by Combining Product, Communication, Distribution, and Pricing Decisions.