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Media Monoliths
Mark Tungate
其他書名
How Great Media Brands Thrive and Survive
出版Kogan Page Publishers, 2005-06-03
主題Business & Economics / Advertising & PromotionSocial Science / Media StudiesBusiness & Economics / Sales & Selling / GeneralLanguage Arts & Disciplines / Communication StudiesBusiness & Economics / Industries / Media & Communications
ISBN07494459559780749445959
URLhttp://books.google.com.hk/books?id=saa-yjtcu7sC&hl=&source=gbs_api
EBookSAMPLE
註釋In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet. How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Journalist and author Mark Tungate takes us behind the scenes, revealing what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers.