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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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2. Getting the Product to Market: Who and How

In an industry that depends not only on getting to market before a trend has passed—and in some cases, even creating the trend in the first place—what does it take to create big box office, platinum records, bestsellers, and all the associated revenue streams attached to that original content?

The usual marketing questions are all present: where to market the product and to whom; how to price, package, and position; when to introduce the product; how to communicate the product’s values, benefits, and availability.

But as discussed earlier, in entertainment the cycle is condensed. Entertainment products are of the moment. They are not investments, like cars or furniture. They are not consumables, like ...

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