New book "Entertainment Science" by Prof. Hennig-Thurau now published!
After having been about four "in-productions", Professor Thorsten Hennig-Thurau’s new book "Entertainment Science: Data Analytics and Practical Theory for Movies, Games, Books, and Music" is now available globally in both printed and electronic formats.
The book, co-written by Marketing Center Münster scholar Hennig-Thurau and Mark B. Houston from Texas Christian University (Fort Worth, USA) and published by Springer Nature, challenges the "Nobody-Knows-Anything" mantra that has dominated the entertainment industry’s thinking for several decades. Hennig-Thurau and Houston make the argument that combining managerial intuition with data analytics and rigorous scholarly knowledge provides a source of sustainable competitive advantage when it comes to make and manage entertainment – the same recipe for success that is behind the rise of fresh entertainment industry contenders such as Netflix and Spotify. Unlocking a large repertoire of scientific studies by business scholars and entertainment economists, and combining that repertoire with new explorations, the authors identify essential factors, mechanisms, and methods that help a new entertainment product succeed.
On 865 pages, "Entertainment Science" covers all areas of marketing, from creating new entertainment products to pricing them in value-generating ways. Across all areas, the book highlights new insights and approaches derived from theories and data analytics that can provide students and managers with a competitive edge when it comes to manage entertainment in the digital age. At the MCM, the book will infuse Prof. Hennig-Thurau’s Master courses on "Media Marketing" and "Entertainment Media Marketing".
For more information on "Entertainment Science", please visit http://entertainment-science.com and Springer’s official site and follow the authors’ updates on Facebook. The book’s Table of Content and preface are available here. It is available for purchase at Amazon and most other major retailers.