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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Détails bibliographiques
Cote:Libro Electrónico
Auteur principal: Chan-Olmsted, Sylvia M.
Format: Électronique eBook
Langue:Inglés
Publié: Mahwah, N.J. : L. Erlbaum Associates, 2005.
Collection:LEA's communication series.
Sujets:
Broadcasting > Management.
Brand name products > Management.
Branding (Marketing)
Radiodiffusion > Gestion.
Produits de marque > Gestion.
Stratégie de marque.
branding.
TECHNOLOGY & ENGINEERING > Radio.
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