ENGLISH

Entertainment Science

By Thorsten Hennig-Thurau , Mark B. Houston

Book information

Publisher
Springer International Publishing
Year
2019
ISBN
978-3-319-89290-0, 978-3-319-89292-4
Language
english
Format
PDF
Filesize
17 MB (17569971 bytes)
Edition
1st ed.
Pages
XXIV, 865\878
Time added
2018-08-15 07:07:45
Business and Management; Media Management; Popular

Description

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 University Entertainment 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 Kölmel, media entrepreneur and Honorary Professor of Media Economics at University of Leipzig Entertainment 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. Allègre Hadida, Associate Professor in Strategy, University of Cambridge Front Matter ....Pages i-xxiv Forget the “Nobody-Knows-Anything” Mantra: It’s Time for Entertainment Science! (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 1-37 Front Matter ....Pages 39-39 The Fundamentals of Entertainment (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 41-57 Why Entertainment Products are Unique: Key Characteristics (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 59-124 Why Entertainment Markets Are Unique: Key Characteristics (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 125-150 Creating Value, Making Money: Essential Business Models for Entertainment Products (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 151-231 The Consumption Side of Entertainment (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 233-287 Front Matter ....Pages 289-293 Entertainment Product Decisions, Episode 1: The Quality of the Entertainment Experience (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 295-312 Entertainment Product Decisions, Episode 2: Search Qualities and Unbranded Signals (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 313-367 Entertainment Product Decisions, Episode 3: Brands as Quality Signals (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 369-461 Entertainment Product Decisions, Episode 4: How to Develop New Successful Entertainment Products (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 463-522 Entertainment Communication Decisions, Episode 1: Paid and Owned Channels (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 523-586 Entertainment Communication Decisions, Episode 2: “Earned” Channels (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 587-677 Entertainment Distribution Decisions (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 679-744 Entertainment Pricing Decisions (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 745-784 Integrated Entertainment Marketing: Creating Blockbusters and Niche Products by Combining Product, Communication, Distribution, and Pricing Decisions (Thorsten Hennig-Thurau, Mark B. Houston)....Pages 785-820 Back Matter ....Pages 821-865

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