{"product_id":"managing-media-companies-9780470713952","title":"Managing Media Companies","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eThe authors of this book have made an in depth study of the strategies and management practices of leading media companies and have identified the core competences media companies need to have to win in the new world. The book is strongly focused on applicability and combines long standing best practice principles with innovative approaches for staying ahead. It systematically discusses competences needed in each of the key functional areas in the media companies drawing on examples from all main media sectors.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eAdvisory Board xi\u003c\/p\u003e \u003cp\u003eAbout The Authors xii\u003c\/p\u003e \u003cp\u003ePreface xiii\u003c\/p\u003e \u003cp\u003eAcknowledgements xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Introduction 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMedia: One or Many Industries? 1\u003c\/p\u003e \u003cp\u003eCurrent State of the Industry 5\u003c\/p\u003e \u003cp\u003eFocus and Scope of the Book 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Rebalancing the Media Value Chain 13\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCurrent Practices Mostly Historically Grown 13\u003c\/p\u003e \u003cp\u003eFundamental Changes Still Ahead 20\u003c\/p\u003e \u003cp\u003eConsequences for the Management of Media Companies 29\u003c\/p\u003e \u003cp\u003eIs a Fundamental Rethink of Future Business Models Needed? 34\u003c\/p\u003e \u003cp\u003eKey Takeaways 36\u003c\/p\u003e \u003cp\u003eCase Study: The Welt Group: Creating New Business Models For News Provision 38\u003c\/p\u003e \u003cp\u003eCase Study: Hubert Burda Media: In Search of New Digital Business Models 57\u003c\/p\u003e \u003cp\u003eCase Study: Mediaset: From Focused Broadcaster to Value Chain Operator 69\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Creating and Leveraging Innovative Content 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eFuture Role of (Blockbuster) Content 83\u003c\/p\u003e \u003cp\u003eShould Content be Redefined? 89\u003c\/p\u003e \u003cp\u003eManagement of the Content Generation Process 92\u003c\/p\u003e \u003cp\u003ePeer Production, User-generated Content and Co-creation 101\u003c\/p\u003e \u003cp\u003eKey Takeaways 102\u003c\/p\u003e \u003cp\u003eCase Study: Endemol: Diversifying the Content Portfolio 104\u003c\/p\u003e \u003cp\u003eCase Study: OhmyNews: Creating a Sustainable Model for Content Co-creation 112\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 The Fight for Customer Attention: Intelligent Mass Marketing and Cautious Niche Strategy 121\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe Increasing Need to Understand Customers 121\u003c\/p\u003e \u003cp\u003eStrategic Brand Management 128\u003c\/p\u003e \u003cp\u003eFine-Tune the Marketing Strategy to Revenue Model 133\u003c\/p\u003e \u003cp\u003eMarketing Strategies for Subscription-based Players 136\u003c\/p\u003e \u003cp\u003eMarketing Strategy for Niche and Thematic Offerings 141\u003c\/p\u003e \u003cp\u003eKey Takeaways 143\u003c\/p\u003e \u003cp\u003eCase Study: Canal+: Keeping Consumer Loyality in the Face of Platform Competition 144\u003c\/p\u003e \u003cp\u003eCase Study: EMI: Developing New Marketing Models for the Digital Age 156\u003c\/p\u003e \u003cp\u003eCase Study: Telenet: Leveraging Digital Segmentation 167\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 End-to-end Supply Chain Management 179\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAchieving Operational Excellence in Supply Chain Management 179\u003c\/p\u003e \u003cp\u003eEnhancing the Effectiveness of Standardized Media Supply Chain Processes 181\u003c\/p\u003e \u003cp\u003eImprovement Levers for Non-standardized Processes in the Media Industry 189\u003c\/p\u003e \u003cp\u003eManaging the Transition to Digital Platforms 192\u003c\/p\u003e \u003cp\u003eKey Takeaways 197\u003c\/p\u003e \u003cp\u003eCase Study: RTL Group: Creating a Digital Value Chain 198\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Ways Out of the Advertising Commodity Trap 211\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTraditional Advertising Under Increasing Pressure 211\u003c\/p\u003e \u003cp\u003eThe First Wave of Advertising Spending Shift: Direct Marketing and Below the Line 213\u003c\/p\u003e \u003cp\u003eDigital Technology at the Core of the Second Wave 214\u003c\/p\u003e \u003cp\u003eReaching New Capabilities in Advertising 226\u003c\/p\u003e \u003cp\u003eKey Takeaways 247\u003c\/p\u003e \u003cp\u003eCase Study: Schibsted: Diversifying the Advertising Source 248\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Corporate Strategy in Media 259\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCurrent Media Landscape 259\u003c\/p\u003e \u003cp\u003eFuture Portfolio Logic 266\u003c\/p\u003e \u003cp\u003eKey Takeaways 276\u003c\/p\u003e \u003cp\u003eCase Study: Liberty Global: Multichannel Portfolio Play 277\u003c\/p\u003e \u003cp\u003eCase Study: Lagardere Active: Restoring Growth Through Operations  284\u003c\/p\u003e \u003cp\u003eCase Study: Sanoma Group: Restructuring the Portfolio for Growth 293\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 The Future Role of Online Media 303\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOnline Start 1995--2001: ‘Overestimate in the Short Term’ 303\u003c\/p\u003e \u003cp\u003ePeriod of Consolidation 2002 to 2008: Building the Digital Platform 306\u003c\/p\u003e \u003cp\u003eOnline Media Business Models 312\u003c\/p\u003e \u003cp\u003eKey Takeaways 321\u003c\/p\u003e \u003cp\u003eCase Study: Second Life: Peer Production Through Co-creation 322\u003c\/p\u003e \u003cp\u003eCase Study: YouTube: Building Social Media 330\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 People Management in Media Companies: Creative Managers or Managed Creativity? 339\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCurrent People Management Practices in the Media Industry 339\u003c\/p\u003e \u003cp\u003eCurrent Challenge: Embrace ‘Creators’ Yet Do Not Understate ‘Transformers’ 341\u003c\/p\u003e \u003cp\u003eCommon Principles of People Management Processes for ‘Creators’ and ‘Transformers’ 342\u003c\/p\u003e \u003cp\u003eManagement of ‘Transformers’ 345\u003c\/p\u003e \u003cp\u003eManagement of ‘Creatives’ 346\u003c\/p\u003e \u003cp\u003ePeople Management in the Digital Media Era 356\u003c\/p\u003e \u003cp\u003eOutlook and Open Questions 364\u003c\/p\u003e \u003cp\u003eKey Takeaways 364\u003c\/p\u003e \u003cp\u003eCase Study: BBC: Adapting the Organization to the Digital World 366\u003c\/p\u003e \u003cp\u003eIndex 375\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402417250647,"sku":"9780470713952","price":51.29,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470713952.jpg?v=1730480335","url":"https:\/\/bookcurl.com\/products\/managing-media-companies-9780470713952","provider":"Book Curl","version":"1.0","type":"link"}