Competitive strategy for media firms : strategic and brand management in changing media markets /

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Introduces the concepts and analytical frameworks of strategic and brand management, and illustrates how they can be adapted according to the characteristics of distinct media products. This book provides empirical examinations of broadcast, multichannel media, enhanced television, broadband communi...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Chan-Olmsted, Sylvia M.
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Mahwah, N.J. : L. Erlbaum Associates, 2005.
Colección:LEA's communication series.
Temas:
Broadcasting > Management.
Brand name products > Management.
Branding (Marketing)
Radiodiffusion > Gestion.
Produits de marque > Gestion.
Stratégie de marque.
branding.
TECHNOLOGY & ENGINEERING > Radio.
Acceso en línea:Texto completo
Tabla de Contenidos:
  • Preface; 1 Introduction: Enter the Arena of Strategic Media Management; 2 A Primer in Strategic Management for Media Firms; 3 A Primer in Corporate and International Strategy for Media Firms; 4 A Primer in Brand Management for Media Firms; 5 Strategy and Competition in the New Broadcast Industries; 6 Strategy and Competition in the Multichannel Media Industry; 7 Strategy and Competition in the Enhanced Television Market; 8 Strategy and Competition in the Broadband Communications Market; 9 Strategy and Competition of Global Media Conglomerates; 10 Conclusions; Author Index.

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