Pt. I. The entertainment industry -- Ch. 1. And leisure begot entertainment -- Ch. 2. Our merged, merged world -- Ch. 3. Characterizing our experience culture -- Ch. 4. Venue economics and servicescapes -- Pt. II. Entertainment audiences and audience research -- Ch. 5. Audience culture and subculture -- Ch. 6. Segmenting entertainment audiences -- Ch. 7. Researching and measuring entertainment audiences -- Pt. III. Applying marketing and communication principles -- Ch. 8. Mixing, branding, and communicating -- Ch. 9. Promotional communications -- Ch. 10. Producing an integrated marketing communications campaign -- Pt. IV. Industry applications -- Ch. 11. Live performances and events -- Ch. 12. Declinations and tourist services -- Ch. 13. Attractions and themed spaces -- Ch. 14. Mediated entertainment -- Ch. 15. Stars and celebrities -- Pt. V. Case studies from the real world of experiential entertainment -- Case 1. Funding a capital campaign : Orange County Performing Arts Center -- Case 2. Evolving the Ritz-Carlton brand -- Case 3. Selling the mouse : marketing Disney's California theme parks -- Case 4. Revitalizing the Pink Panther brand -- Case 5. Marketing the Oprah brand