Marketing Case Study of Media

Author: Zhang Zhi'an
Publisher:
Publish Date: 2004-01-01
Features: Overall, this series of books strives for a balance between theoretical depth and lively writing, emphasizing both inspiration and the summarization of experience. It aims to make the "Case Library of Media Management" a comprehensive summary of classic models in media management, providing readers with complete, profound, and vivid "specimens." It is hoped that the "Case Library" will have a positive impact on the education and practice development of media management. The "Case Library of Media Management" published in this edition covers four directions: "Case Analysis of Media Economics," "Case Analysis of Media Capital Markets," "Case Analysis of Media Marketing," and "Case Analysis of Media Strategic Management." It is the first large-scale case library in the history of Chinese journalism and communication education to be categorized and launched according to disciplinary requirements. In the process of case selection and writing, we have consistently adhered to four guiding principles: First, emphasizing the forward-looking nature of the cases to serve as models and guiding functions, avoiding the flaw of cases falling behind practice. Second, emphasizing the originality of the cases, requiring analysis writers to conduct extensive research, interviews, and gather firsthand materials, followed by repeated discussions and strict review. Third, emphasizing the professionalism of case analysis, repeatedly selecting qualified and outstanding personnel to participate in the construction of the case library, ensuring that the cases presented to readers reflect a certain level of judgment and insight. Fourth, emphasizing the localization and internationalization of the case library.