Phranakorn Rajabhat University Library

Entertainment science : [electronic resource] data analytics and practical theory for movies, games, books, and music /

Hennig-Thurau, Thorsten, 1967-

Entertainment science : data analytics and practical theory for movies, games, books, and music / [electronic resource] Thorsten Hennig-Thurau, Mark B. Houston - Cham, Switzerland : Springer, 2019 - 1 online resource

Forget the "nobody-knows-anything" mantra: it's time for entertainment science! -- 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 -- 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 -- Integrated entertainment marketing: creating blockbusters and niche products by combining product, communication, distribution, and pricing decisions

9783319892924 (E-book)


MARKETING--MANAGEMENT
PERFORMING ARTS--MARKETING
INDUSTRIAL MANAGEMENT
MARKETING RESEARCH
BUSINESS
AMUSEMENTS--MARKETING
MASS MEDIA--MARKETING

HF 5411 / H46E 2019

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