Competitive Strategy for Media Firms

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Competitive Strategy for Media Firms

By Sylvia M. Chan-Olmsted

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Competitive Strategy for Media Firms 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. Working from the premise that all media firms must strategize in response to the continuing evolution of new media, author Sylvia M. Chan-Olmsted offers applications of common business approaches to the products and components of the electronic media industry, and provides empirical examinations of broadcast, multichannel media, enhanced television, broadband communications, and global media conglomerate markets. This insightful and timely volume provides a thorough review of current concepts and industry practices, and serves as an essential primer for the application of business models in media contexts. As a realistic and integrated approach to media industry studies, this volume has much to offer researchers, scholars, and graduate students in media economics and management, and will be an important reference for industry practitioners.

Subject: Business & Economics -> Marketing -> Marketing Research

Competitive Strategy for Media Firms
Strategic and Brand Management in Changing Media Markets
1st edition
Publisher: Taylor & Francis 8/15/06
Imprint: Routledge
Language: English
Length: 384 pages

ISBN 10: 1135617139
ISBN 13: 9781135617134
Print ISBN: 9781410617408

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