M-MBA Media Marketing: The Concept of Integrated Communication

Author: Jia Guobiao
Publisher:
Publish Date: 2003-02-01
Features: Media Management and Operation M·MBA Series. The book is divided into ten chapters, systematically elaborating on theories such as media ecology, marketing positioning, strategic management, and competitive advantages, from the formation and development of media markets to the establishment of media marketing ethics. It also provides an in-depth analysis of the formation and growth of media groups from the perspective of resource integration. Among the 50 case studies included in the book, the author selects a large number of marketing cases from domestic and international media to support the arguments in the book or for readers to appreciate. China's mass media is in a period of turbulence as it enters the market, and the book offers targeted analysis on this. The framework theories and basic models used in the book, though derived from a fully competitive market structure, also hold considerable guiding significance for China's evolving media market. The book elaborates on theories of media ecology, marketing positioning, strategic management, and competitive advantages, from the formation and development of media markets to the establishment of media marketing ethics, and analyzes the formation and growth of media groups from the perspective of resource integration.