Media Marketing: Theory, Methods, Cases

Author: Bao Guoqiang (Compiler)
Publisher:
Publish Date: 2005-02-01
Features: This book is one of the earliest specialized works in China to systematically 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, offering in-depth analysis of important topics 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. It serves as a textbook and supplementary learning material for students and faculty in university journalism and communication programs, as well as for news and media enthusiasts studying media marketing. Additionally, it is an invaluable reference for researchers in media management and operations in China.