Media marketing theory, methods, and case studies

Author: Bao Guoqiang (Compiler)
Publisher:
Publish Date: 2005-02-01
Features: This book is one of the earliest systematic works in China to research and explore media marketing. It introduces the basic theories and methods of media marketing, supplemented by detailed case studies. Not only does it hold academic value, but it also provides guidance for media practice. The book consists of thirteen chapters, thoroughly analyzing important issues such as media consumers, media marketing environment, media marketing information, media marketing strategy, media strategy and planning, media brand marketing, media competitors, and media marketing ethics. This book serves as a textbook and supplementary learning material for students and faculty of journalism and communication as well as marketing management, as well as for news and media enthusiasts studying media marketing. It is also an invaluable reference for researchers in media management in China.