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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 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.

Economics/Management Science. --- Media Management. --- Marketing. --- Journalism. --- Media Sociology. --- Economics. --- Mass media. --- Economie politique --- Marketing --- Médias --- ;. --- Management Theory --- Management --- Business & Economics --- Branding (Marketing) --- Mass media --- Mass communication --- Media, Mass --- Media, The --- Brand name products --- Business. --- Industrial management. --- Communication. --- Social sciences in mass media. --- Business and Management. --- Advertising --- Communication --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- Business administration --- Business enterprises --- Business management --- Corporate management --- Corporations --- Industrial administration --- Management, Industrial --- Rationalization of industry --- Scientific management --- Business --- Industrial organization --- Communication, Primitive --- Sociology --- Writing (Authorship) --- Literature --- Publicity --- Fake news