Media Marketing Theory, Methods, Cases

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Features: This book is one of the earliest systematic works in China to study and explore media marketing. It introduces the basic theories and methods of media marketing, supplemented by detailed case studies. It not only holds academic value but 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 in university journalism and communication programs, as well as for news and communication enthusiasts to study media marketing. It is also an invaluable reference book for researchers in media management and operation in China.