CHAPTER 9
Marketing
Marketing and distribution work hand in hand (or at least they should), with the line often fuzzy. Technically, distribution involves the sales, physical manufacture (or access if online), and delivery of goods for sale, such as a film print, DVD, or television master. For each category of media that a piece of intellectual property is licensed, distribution addresses how it is consumed and monetized: what is the price, where and how is the product sold (or leased), how many units are being made, how is inventory managed, and what are the costs of goods. Marketing, in contrast, focuses on awareness and interest. Marketing is to some measure the business and art of driving a consumer to consumption by making them aware that ...
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