Competitive Strategy for Media Firms: Strategic and Brand Management in Changing Media Markets (Routledge Communication Series)
by Sylvia M. Chan-Olmsted
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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 communications, and global media conglomerate markets.Tags
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