Books > Business & Economics > Business & management > Sales & marketing > Market research
|
Buy Now
Entertainment Science - Data Analytics and Practical Theory for Movies, Games, Books, and Music (Paperback, Softcover reprint of the original 1st ed. 2019)
Loot Price: R2,933
Discovery Miles 29 330
|
|
Entertainment Science - Data Analytics and Practical Theory for Movies, Games, Books, and Music (Paperback, Softcover reprint of the original 1st ed. 2019)
Expected to ship within 10 - 15 working days
|
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 Koelmel, 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. Allegre Hadida, Associate Professor in
Strategy, University of Cambridge
General
Is the information for this product incomplete, wrong or inappropriate?
Let us know about it.
Does this product have an incorrect or missing image?
Send us a new image.
Is this product missing categories?
Add more categories.
Review This Product
No reviews yet - be the first to create one!
|
You might also like..
|