TY  - DATA
AU  - Hennig-Thurau, Thorsten,
AU  - Houston, Mark B.
TI  - Entertainment science: data analytics and practical theory for movies, games, books, and music 
SN  - 9783319892924 (E-book)
AV  - HF 5411 H46E 2019
PY  - 2019///
CY  - Cham, Switzerland
PB  - Springer
KW  - MARKETING
KW  - MANAGEMENT
KW  - PERFORMING ARTS
KW  - INDUSTRIAL MANAGEMENT
KW  - MARKETING RESEARCH
KW  - BUSINESS
KW  - AMUSEMENTS
KW  - MASS MEDIA
N1  - 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
UR  - https://drive.google.com/file/d/1BXzVwYTUhW91Q2u1swaYEdLMbuekg2tg/view?usp=sharing
ER  -