3rd Edition

Media, Telecommunications and Business Strategy

By Richard A. Gershon Copyright 2020
    396 Pages 93 B/W Illustrations
    by Routledge

    396 Pages 93 B/W Illustrations
    by Routledge

    As the clear lines and historic boundaries that once separated broadcasting, cable, telephone and Internet communication dissolve, this comprehensive new edition examines the relationship and convergence patterns between industries by exploring the effects of digitalization in media and information technology. 

    With today’s dynamic and rapidly evolving communication environment, media managers need to have a clear understanding of the different delivery platforms as well as critical management and planning strategies going forward. Advancements in new media and communication technology coupled with a rapidly changing global economy promise a new set of hybrid-media companies that will allow for the full integration of information and entertainment services and give new meaning to the term programming. This book provides a detailed look at seven key sectors of the media and telecommunications field as well as ongoing changes within the industry. The new edition includes updated research throughout including material on major business and technology changes as well as the importance of digital lifestyle reflected in E-commerce and developments in Over-the-Top Video-streaming services. Special attention is given to such areas as strategic planning, innovation, marketing, finance and leadership.

    Perfect for courses in media management and media industries, as well as professional managers, this book serves as an important reference guide during this transitional time.

    Part 1: The Media and Telecommunications Industry Structure

    1. Media and Telecommunications Economics: Principles of Market Structure, Business Conduct, Supply and Pricing

    2. Broadcast Television

    3. Cable Television

    4. Over-the-Top video Streaming Services

    5. Telephony and the Economics of Information Delivery

    6. Cellular Telephone, Satellite and Wireless Communication

    7. Digital Lifestyle: Electronic Commerce and Social Media

    8. Transnational Media and Telecommunications

    Part 2: Media Management and Telecommunications

    9. Media Management and Telecommunications: Principles of Management Theory and Applications

    10. Media Management and Strategic Planning

    11. Innovation and Technology Management

    12. Media, Telecommunications and Financial Management

    Ron Rizzuto, Mike Wirth

    13. Media and Telecommunications Marketing

    Heidi Hennink-Kaminski

    14. Leadership and Change Management

    Rod Rightmire, Richard A. Gershon


    Richard A. Gershon is a Professor in the School of Communication at Western Michigan University where he teaches courses in Media Management and Telecommunications. Dr. Gershon is an internationally recognized scholar having authored eight books and over 50 book chapters and journal articles on the subject of media business strategy as well as communication technology and innovation.