Media Management and Operation

Author: Shao Peiren
Publisher:
Publish Date: 1998-12-01
Features: This book primarily focuses on the management and operational activities of mass media organizations such as newspapers, magazines, publishing houses, radio stations, television stations, film companies, and advertising agencies. The author begins by explaining the fundamental concepts of media management studies, combining breadth and depth while covering both Chinese and international perspectives. It comprehensively discusses the basic principles, theoretical frameworks, functions, and principles of media management as an emerging discipline. Additionally, it systematically analyzes many key issues, including the media industry, media companies, media markets, message marketing, personnel and financial management, advertising companies, and six major media management areas. At the same time, the book emphasizes integrating Western media management theories with Chinese practical applications, focusing on exploring the essence, laws, and characteristics of media management activities in China.