Media product portfolios : issues in management of multiple products and services / edited by Robert G. Picard.

Format:

Book

Contributor:

Picard, Robert G.

Language:

English

Subjects (All):

Mass media--Management.

Mass media.

Mass media--Economic aspects.

Physical Description:

266 pages : illustrations ; 24 cm

Place of Publication:

Mahwah, N.J. : Lawrence Erlbaum, 2005.

Summary:

Media product portfolios are rapidly becoming the predominant shared characteristic of media companies worldwide. This volume is the result of a coordinated effort of scholars in the United States and Europe to explore the characteristics,

Contents:

The nature of media product portfolios / Robert G. Picard

Product portfolios, diversification, and sustainability of media firms / H.L. (Hans) van Kranenburg

Media portfolio development / Leona Achtenhagen

Strategic leadership and media portfolio development / Ethel Brundin and Leif Melin

Clustering media operations / Hugh J. Martin

Product platforms for the media industry / Thomas Hess

Cross-promotion and branding of media product portfolios / Maria Norbäck

Strategic direction and control of portfolios / Mart Ots

Issues and strategies in managing product portfolios across borders and cultures / Min Hang

Portfolio internationalization / Annette Risberg and Leif Melin.

Notes:

Includes bibliographical references and index.

ISBN:

0805855890

OCLC:

59817993