Thorsten Hennig-Thurau; Mark B. Houston Entertainment Science 9783030077334

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Автор: Thorsten Hennig-Thurau; Mark B. Houston
Название: Entertainment Science
ISBN: 9783030077334
Издательство: Springer
Классификация:

Торгово-промышленная деятельность и управление

Торговля и маркетинг

Исследование рынка

Базы данных

ISBN-10: 3030077330
Обложка/Формат: Soft cover
Страницы: 865
Вес: 1.34 кг.
Дата издания: 2019
Язык: English
Издание: Softcover reprint of
Иллюстрации: 115 illustrations, color; 9 illustrations, black and white; xxiv, 865 p. 124 illus., 115 illus. in color.
Размер: 234 x 156 x 45
Читательская аудитория: General (us: trade)
Основная тема: Business and Management
Подзаголовок: Data Analytics and Practical Theory for Movies, Games, Books, and Music
Ссылка на Издательство: Link
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Поставляется из: Германии
Описание: The entertainment industry has long been dominated by legendary screenwriter William Goldman’s “Nobody-Knows-Anything” mantra, which argues that success is the result of managerial intuition and instinct. This book builds the case that combining such intuition with data analytics and rigorous scholarly knowledge provides a source of sustainable competitive advantage – the same recipe for success that is behind the rise of firms such as Netflix and Spotify, but has also fueled Disney’s recent success. Unlocking a large repertoire of scientific studies by business scholars and entertainment economists, the authors identify essential factors, mechanisms, and methods that help a new entertainment product succeed. The book thus offers a timely alternative to “Nobody-Knows” decision-making in the digital era: while coupling a good idea with smart data analytics and entertainment theory cannot guarantee a hit, it systematically and substantially increases the probability of success in the entertainment industry. Entertainment Science is poised to inspire fresh new thinking among managers, students of entertainment, and scholars alike.Thorsten Hennig-Thurau and Mark B. Houston – two of our finest scholars in the area of entertainment marketing – have produced a definitive research-based compendium that cuts across various branches of the arts to explain the phenomena that provide consumption experiences to capture the hearts and minds of audiences.Morris B. Holbrook, W. T. Dillard Professor Emeritus of Marketing, Columbia UniversityEntertainment Science is a must-read for everyone working in the entertainment industry today, where the impact of digital and the use of big data can’t be ignored anymore. Hennig-Thurau and Houston are the scientific frontrunners of knowledge that the industry urgently needs.Michael K?lmel, media entrepreneur and Honorary Professor of Media Economics at University of LeipzigEntertainment Science’s winning combination of creativity, theory, and data analytics offers managers in the creative industries and beyond a novel, compelling, and comprehensive approach to support their decision-making. This ground-breaking book marks the dawn of a new Golden Age of fruitful conversation between entertainment scholars, managers, and artists.All?gre Hadida, Associate Professor in Strategy, University of Cambridge
Дополнительное описание: Forget the 'Nobody-Knows Anything' Mantra: It's Time for Entertainment Science!.- Products, Markets & Consumers - The Business and Economics of Entertainment: The Fundamentals of Entertainment.- Why Entertainment Products Are Unique: Key Characteristics.-

Entertainment Science, Thorsten Hennig-Thurau; Mark B. Houston