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Key Benefit Entertainment Marketing &Communication is the first textbook to focus specifically on entertainment marketing, offering clear and uptodate framework that allows you to adapt marketing principles and communication theory to the entertainment world. Key Topics Theoretical or principles perspective: Theories underlie the study of communication, and marketing principles serve as models for developing new and interactive techniques. Behavioral perspective: Principles of consumer behavior and audience motivation provide real understanding of why and how people use entertainment. Implementation perspective: Planning and strategy development are tools of marketing and communication that enable students to directly apply their knowledge. Evaluative perspective: The message becomes profound through reallife 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.
⚠️ WARNING (California Proposition 65):
This product may contain chemicals known to the State of California to cause cancer,
birth defects, or other reproductive harm.
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