Thorsten Hennig-Thurau's Books

Relationship Marketing

Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

By: Thorsten Hennig-Thurau

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Relationship Marketing

Gaining Competitive Advantage Through Customer Satisfaction and Customer Retention

By: Thorsten Hennig-Thurau

Relationship Marketing provides a comprehensive overview of the fundamentals and important recent developments in this fast-growing field. "This book makes a landmark contribution in assembling some of the best contemporary thinking about relationship marketing illustrated with concrete descriptions of companies in the automobile industry, consumer electronics, public utilities and so on, which are implementing relationship marketing. I highly recommend this to all companies who want to see what their future success will require." PROF. PHILIP KOTLER, NORTHWESTERN UNIVERSITY, ILLINOIS

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Page Count

482

Publisher

Springer Science & Business Media

Published Date

ISBN 10

3540669426

ISBN 13

9783540669425

Entertainment Science

Data Analytics and Practical Theory for Movies, Games, Books, and Music

By: Thorsten Hennig-Thurau,Mark B. Houston

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Entertainment Science

Data Analytics and Practical Theory for Movies, Games, Books, and Music

By: Thorsten Hennig-Thurau,Mark B. Houston

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 Kölmel, 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. Allègre Hadida, Associate Professor in Strategy, University of Cambridge

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Page Count

879

Publisher

Springer

Published Date

ISBN 10

3319892924

ISBN 13

9783319892924

Entertainment Science

Data Analytics and Practical Theory for Movies, Games, Books, and Music

By: Thorsten Hennig-Thurau,Mark B. Houston

Write a review Read reviews Take a Quiz Solve Book Puzzle

Entertainment Science

Data Analytics and Practical Theory for Movies, Games, Books, and Music

By: Thorsten Hennig-Thurau,Mark B. Houston

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

879

Publisher

Springer

Published Date

ISBN 10

3319892924

ISBN 13

9783319892924

Book's by Thorsten Hennig-Thurau

Relationship Marketing

Relationship Marketing

Entertainment Science

Entertainment Science

Entertainment Science

Entertainment Science

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