In my opinion, there are only four books independent filmmakers MUST read to help them compete in an over-saturated market. This is one. While one can not stress quality enough, you also can not stress enough marketing and promotion. This book maintains a simple argument: In order to effectively compete, filmmakers need to treat their products like Hollywood treats theirs. Marketing doesn't start after a finished product -- it starts as early as possible and needs to be integrated into all areas of production. And not just production. And not for a single film. For your company, your series of works, your branding. Your career.
This book helped me figure out what I was doing right, wrong and what could be done better. Every movie and all works are different, but the writing provided here should give you enough places to start. If your product is right, and you market it effectively, you can outdo the competition, as there is one thing many strive for but can't succeed in creating: Cult value.
Buy this book.