"The show will go on, but it won't matter if no one is there to watch it. Populating the audience falls to people in advertising and marketing, who generate publicity that is both free and purchased. This book focuses on some of the methods of these key people on whom the success of the show depends"--Provided by the publisher.

Title proper from title frame. Includes glossary.

Curtain up on marketing -- Part of a team -- Making things happen -- Take it to the next level -- The next act.