Entertainment spending is soaring worldwide, driven by new technologies, new platforms, new business models, and unrelenting demand amongst seven billion consumers. That means entertainment marketing opportunities are soaring, too. But this business is more complex and competitive than everand it's changing at breakneck speed. Now, two leading practitioners show how to transform content into profits today and tomorrowin The Definitive Guidce to Entertainment Marketing . Marketing Metrics: The Definitive Guide to Measuring Marketing Performance, Second Edition , is the definitive guide to today's most valuable marketing metrics. In this thoroughly updated and significantly expanded book, four leading marketing researchers show exactly how to choose the right metrics for every challenge and expand their treatment of social marketing, web metrics, and brand equity. They also give readers new systems for organizing marketing metrics into models and dashboards that translate numbers into management insight.