Marketing in a New Media World

Abstract

Is marketing to blame for ruining the media and entertainment industry---with Hollywood movies focus-grouped to death, and news turned into click bait infotainment? It depends on whether you perceive marketing as a wall or frontier. The big studio structure certainly throws up plenty of walls, but there are also plenty of new frontiers. This chapter introduces several key marketing concepts and shows how media and entertainment executives might use them to refine their analysis of business problems, enrich their debates and improve their decision-making. As the Hollywood executive Peter Bart says, ``There's extraordinary opportunity around the world in new media; we're in a great moment in terms of the way the world is acknowledging content.'' In this regard, good marketing can help.