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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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1. Begin with the Basics: The What and Where of Entertainment Marketing

Entertainment marketing, regardless of which platform we discuss, has some commonality with other industries. Licensing, merchandising, sponsorship, brand extension—all of these occur elsewhere, no matter what the product might be...that is, if you’re fully exploiting the profit potential of your product.

However, entertainment has some unique properties that affect the use and distribution of the brand. Before we go deeper into the unique worlds of each entertainment platform, let’s discuss the common threads that tie them all together.

The Four Cs

The structure that defines the whole of the entertainment industry can be described in four words, all of which begin with ...

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