副标题: Data Analytics and Practical Theory for Movies, Games, Books, and Music
电子书下载格式:pdf
作者:ThorstenHennig-Thurau
出版时间:2018-8-2
书籍简介:
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.
作者简介:
Dr. Thorsten Hennig-Thurau is Professor of Marketing and Media Research and holds the Chair for Marketing & Media Research at the University of Münster’s prestigious Marketing Center. Prior to joining the University of Münster in 2010, he was a professor at the Bauhaus University of Weimar and served as a part-time Research Professor of Marketing at City University London’s Cass Business School for ten years. Dr. Hennig-Thurau’s academic work focuses on the entertainment industries and the consequences of digitalization, such as the role of social media for firms and consumers; he teaches entertainment and media marketing classes, along with courses on branding and innovations.
Dr. Mark B. Houston (Ph.D. Arizona State University; M.B.A. University of Missouri; B.S. Southwest Baptist University) is Professor of Marketing at Texas Christian University, where he holds the Eunice and James L. West Chair in Marketing. He is also Visiting Professor of Marketing at University of Münster, and a member of the CSL Research Faculty, Center for Services Leadership, Arizona State University. Dr. Houston previously served as Professor of Marketing at Texas A&M University (where he was also Head of the Marketing Department), University of Missouri-Columbia, where he held the David and Judy O’Neal MBA Professorship, Saint Louis University and Bowling Green State University.
