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Providing an overview of the entertainment industry, this study includes entertainment economics, theories of entertainment, entertainment research, & covers didderent types of entertainment including media, sports, gaming, theme entertainment, travel & tourism, & live performance.

Qualitative Methods for Marketplace Research is the only text of its kind on the market today. Designed especially for students and practitioners, this book provides marketers, communicators and researchers with the effective data collection and analysis techniques. It explains how to use visual and verbal text as tools for understanding consumers and audiences in their natural environment as well as in controlled situations. Borrowing techniques from anthropology, sociology, psychology and communication, the book presents specific examples to illustrate how these techniques are adapted for...