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Your Guide To Entertainment Marketing and Performance (Collection) by David Reibstein, Phillip E. Pfeifer, Neil Bendle, Paul W. Farris, Patricia Esgate, Al Lieberman

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Introduction: Let Us Entertain You

In the decade since The Entertainment Marketing Revolution was published, the impact of new technologies has been such that we might as well have chiseled our first book in stone and sent it out on dinosaur-back.

A little over ten years ago, the Internet was primarily used for email and very limited information search. Going on the Web at home meant tying up your phone line, as cable modems—very expensive—were only just appearing. “Mobile” was a word used primarily with transportation. “Google” was a funny little word associated with a cartoon character from the 1920s. And AOL and Time Warner were basking in the rays of their earth-shattering merger.

People were still replacing their vinyl or cassette music ...

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