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The Business of Media Distribution, 2nd Edition by Jeff Ulin

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CHAPTER 9

Marketing

Marketing and distribution work hand in hand (or at least they should), with the line often fuzzy. Technically, distribution involves the sales, physical manufacture (or access, if online), and delivery of goods for sale, such as a film print, DVD/Blu-ray disc, television master, or electronic copy. For each category of media that a piece of intellectual property is licensed, distribution addresses how it is consumed and monetized: what the price is, where and how the product is sold (or leased), when the title is available, how many units are being made, how inventory is managed, and what the costs of goods are. Marketing, in contrast, focuses on awareness and interest. Marketing is, to some measure, the business and art ...

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