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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.

Brand name products --- Branding (Marketing). --- Broadcasting --- Management. --- Branding (Marketing) --- Broadcasting industry --- Marketing --- Advertising --- Communication and traffic --- Cultural industries --- Telecommunication

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This comprehensive 'Handbook' provides a synthesis of current work and research in media management and economics. The volume has been developed around two primary objectives: assessing the state of knowledge for the key topics in the media management and economics fields; and establishing the research agenda in these areas, ultimately pushing the field in new directions. Edited by three well-known and widely published scholars, the 'Handbook' is the definitive source for study in media management and economics. Its chapters are organized into parts addressing the theoretical components, key issues, analytical tools, and future directions for research. Each chapter offers the current state of theory and scholarship of a specific area of study, and the volume contributors--all well established in their areas of specialty--represent domestic and international scholarship. With its unparalleled breadth of content from expert authors, the 'Handbook' provides background knowledge of the various theoretical dimensions and historical paradigms, and establishes the direction for the next phases of research in this growing arena of study. Standing alone as a thorough summary of existing theory and research, the 'Handbook of Media Management and Economics' will serve to stimulate future thought and research in the media management and economics disciplines. As such, this volume will be a required reference for students, professors, and industry practitioners for years to come.

Mass communications --- Mass media --- Economic aspects. --- Management.

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This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

Journalism --- Sociology --- Methodology of economics --- Marketing --- Business management --- Mass communications --- Business economics --- financieel management --- persbeleid --- sociologie --- communicatie --- marketing --- massamedia --- journalisten