Competitive Strategy for Media Firms: Strategic and Brand Management in Changing Media Markets (Paperback) book cover

Competitive Strategy for Media Firms

Strategic and Brand Management in Changing Media Markets

By Sylvia M. Chan-Olmsted

© 2006 – Routledge

384 pages

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New in Paperback: 9780805862119
pub: 2006-05-18
Hardback: 9780805848120
pub: 2005-09-29
eBook (VitalSource) : 9781410617408
pub: 2006-08-15
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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.

Table of Contents

Contents: Preface.Introduction. Enter the Arena of Strategic Media Management. A Primer in Strategic Management for Media Firms. A Primer in Corporate and International Strategy for Media Firms. A Primer in Brand Management for Media Firms. Strategy and Competition in the New Broadcast Industries. Strategy and Competition in the Multichannel Media Industry. Strategy and Competition in the Enhanced Television Market. Strategy and Competition in the Broadband Communications Market. Strategy and Competition of Global Media Conglomerates. Conclusions.

About the Series

Routledge Communication Series

The Routledge Communication Series covers the breadth of the communication discipline, from interpersonal communication to public relations, offering textbooks, handbooks, and scholarly reference materials.

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Subject Categories

BISAC Subject Codes/Headings:
BUSINESS & ECONOMICS / Marketing / Research
SOCIAL SCIENCE / Media Studies