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2016 | OriginalPaper | Buchkapitel

Do We Exactly Know Entertainment? Demystifying the Lines of Entertainment Marketing

verfasst von : Varisha Rehman

Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Verlag: Springer International Publishing

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Abstract

Much of the work in the past has been done pertaining to entertainment marketing – where researchers have included it under the category of product placement or branded entertainment or sponsorship. But this article makes an effort to clearly draw lines of distinction between entertainment marketing with traditional marketing. The paper puts forward the concept where entertainment marketing has been be viewed from two perspectives – one as a category of product and the other as an enjoyable activity. Based on an understanding of its nature, a conceptual framework of entertainment marketing is also presented in the paper. The framework has been designed based on three important drivers of entertainment marketing – the consumer, the industry and the factors responsible for pursuit of entertainment marketing.

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Titel: Do We Exactly Know Entertainment? Demystifying the Lines of Entertainment Marketing
verfasst von: Varisha Rehman
Verlag: Springer International Publishing
Buch: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
Print ISBN: 978-3-319-11814-7

Electronic ISBN: 978-3-319-11815-4

Copyright-Jahr: 2016
DOI: https://doi.org/10.1007/978-3-319-11815-4_97