A New Perspective in Marketing: Entertainment Marketing

Abstract

The concept of marketing has been broadened to the point where it now appears to encompass most aspects of corporate life. It is particularly appropriate to take a marketing approach when one is looking at service industries like leisure and entertainment. Entertainment and leisure marketing is a process that includes many facets of marketing. It is a form of marketing that includes many different strategies and techniques. It includes the different aspects of traditional marketing. Some of these aspects include sports marketing, branding, public relations, endorsements, digital marketing, and social media marketing. It is believed that the word ‘leisure' is a convenient umbrella term for a range of different sectors. However, it is also true that there are still some major differences between the different sectors of leisure and entertainment. The aim of the study is to search the nature of this sector and examine the different techniques and strategies that are used in the leisure and entertainment marketing sector.