Media Marketing Management: An Operational Approach within the Space of Influence Economy

Author: Zhu Chunyang
Publisher:
Publish Date: 2004-01-01
Features: The book is clearly imbued with the spirit of "applying knowledge to practical affairs." All theories are closely connected to reality. Not only does the entire text strive for evidence-based arguments and emphasize factual support, but each chapter also includes two case studies. These range from reviews of established media like The Reader and The Times to analyses of emerging media such as The East Day and the "Newspaper Call Center." The case studies are thought-provoking and engaging to read.