"Nobody knows anything," summed up William Goldman, the most successful Hollywood scriptwriter ever (he wrote 33 produced screenplays), in a memoir written at the peak of his success. "Nobody knows anything. Not one person in the entire motion picture field knows for a certainty what's going to work. Every time out it's a guess and, if you're lucky, an educated one." The same should be said about marketing, particularly for integrated marketing.
"Nobody Knows Anything" About What Works in the Film Business. The Same is True About Marketing.
