M-MBA Media Marketing: The Concept of Integrated Marketing Communications: The Concept of Integrated Marketing Communications

Author: Jia Guobiao
Publisher:
Publish Date: 2003-02-01
Features: M·MBA Series on Media Management. The book is divided into ten chapters, systematically elaborating on the formation and development of the media market, the establishment of media marketing ethics, and theories such as media ecology, marketing positioning, strategic management, and competitive advantages. It also provides an in-depth analysis of the formation and growth of media groups from the perspective of resource integration. Among the 50 case studies included in the book, the author has selected a large number of marketing cases from domestic and international media to support the arguments in the book or for readers to appreciate. China's mass media is in a period of vigorous development as it enters the market, and the book offers targeted insights into this. The framework theories and basic models used in the book, though derived from a fully competitive market structure, also hold significant guiding value for China's evolving media market. The book systematically elaborates on the formation and development of the media market, the establishment of media marketing ethics, and theories such as media ecology, marketing positioning, strategic management, and competitive advantages, while analyzing the formation and growth of media groups from the perspective of resource integration.