Media, Telecommunications, and Business Strategy: 2nd Edition (Paperback) book cover

Media, Telecommunications, and Business Strategy

2nd Edition

By Richard A. Gershon


440 pages

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With today’s dynamic and rapidly evolving environment, media managers must have a clear understanding of different delivery platforms, as well as a grasp of critical management, planning, and economic factors in order to stay current and move their organizations forward. Developed for students in telecommunications management, media management, and the business of media, this text helps future media professionals understand the relationship and convergence patterns between the broadcast, cable television, telephony, and Internet communication industries.

The second edition includes updated research throughout , including material on major business and technology changes and the importance of digital lifestyle reflected in e-commerce and personalized media selection, such as Netflix and iTunes, and the growing importance of Facebook and social networking from a business perspective.

Table of Contents


1. Media and Telecommunications Economics I.

Principles of Market Structure, Supply & Pricing and Business Conduct

2. Media Management and Strategic Planning

3. Broadcast Television

4. Cable Television

5. The Transnational Media Corporation

6. Media and Telecommunications Economics II.

Principles of Common Carriage and Enhanced Information Services

7. Telephony

8. Mobile Telephone and Wireless Communication

9. The Internet: Electronic Commerce and Social Media

10. Satellite Communication


11. Innovation and Technology Management

12. Media Management and Telecommunications: Principles of Management Theory and Application

13. Telecommunications and Financial Management

Ron Rizzuto, Ph.D., University of Denver

Mike Wirth, Ph.D., University of Tennessee

14. Media and Telecommunications Marketing

Heidi Hennink-Kaminski, Ph.D., University of North Carolina

15. Leadership and Change Management

About the Author

Richard A. Gershon Ph.D. (Ohio University), is Professor and co-founder of the Telecommunications and Information Management program at Western Michigan University, where he teaches courses in Telecommunications Management, Law and Policy and Communication Technology. His previous publications include The Transnational Media Corporation: Global Messages and Free Market Competition, winner of the 1998 Book of the Year by the National Cable Television Center. Dr. Gershon has received the Steven H. Coltrin Professor of the Year Award (2000) by the International Radio and Television Society (IRTS), and the Barry Sherman Award for Teaching Excellence (2001) by the Management and Economics division of the Association for Education in Journalism and Mass Communication. In 2007, he was the recipient of the Distinguished Teaching Award at Western Michigan University. Dr. Gershon is a founding member of the International Telecommunications Education and Research Association (ITERA) and served as the organizations first President.

Subject Categories

BISAC Subject Codes/Headings:
LANGUAGE ARTS & DISCIPLINES / Communication Studies
SOCIAL SCIENCE / Media Studies