Thorsten Hennig-Thurau and Mark B. Houston тАУ two of our finest scholars in the area of entertainment marketing тАУ 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 canтАЩt be ignored anymore. Hennig-Thurau and Houston are the scientific frontrunners of knowledge that the industry urgently needs.
Michael K├╢lmel, media entrepreneur and Honorary Professor of Media Economics at University of LeipzigEntertainment ScienceтАЩs 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.
All├иgre Hadida, Associate Professor in Strategy, University of Cambridge
Dr. Mark B. Houston (Ph.D. Arizona State University; M.B.A. University of Missouri; B.S. Southwest Baptist University) is Professor of Marketing at Texas Christian University, where he holds the Eunice and James L. West Chair in Marketing. He is also Visiting Professor of Marketing at University of M├╝nster, and a member of the CSL Research Faculty, Center for Services Leadership, Arizona State University. Dr. Houston previously served as Professor of Marketing at Texas A&M University (where he was also Head of the Marketing Department), University of Missouri-Columbia, where he held the David and Judy OтАЩNeal MBA Professorship, Saint Louis University and Bowling Green State University.