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· 분류 : 외국도서 > 경제경영 > 광고/홍보/PR
· ISBN : 9780444627216
· 쪽수 : 562쪽
· 출판일 : 2016-01-14
목차
I: Media Market Structure and Performance
1. Preference Externalities in Media Markets. Simon Anderson and Joel Waldfogel
2. Advertising Finance and Two Sided Business Models. Simon Anderson and Bruno Jullien
3. Empirics of Media Markets. Steven Berry and Joel Waldfogel
4. Economics of Advertising. Regis Renault
5. Audience Behavior and Ad Response. Ken Wilbur
6. Merger Policy and Regulation in Media Industries. Oystein Foros, Hans Jarle Kind and Lars Sorgard
II: Sectors
7. Television. Mark Armstrong and Greg Crawford
8. Radio. Andrew Sweeting
9. Newspapers and Magazines. Chandra Ambarish and Ulrich Kaiser
10. Media Economics of the Internet. Martin Peitz and Markus Reisinger
11. Privacy and the Internet. Catherine Tucker
12. User-Generated Content. Michael Luca
III: The Political Economy of Mass Media
13. Media Coverage and Influence on Government. David Stromberg
14. Media Bias in the Marketplace: Theory. Daniel Stone, Matthew Gentzkow and Jesse Shapiro
15. Media Bias in the Marketplace: Empirics. Riccardo Puglisi and James M. Snyder
16. Government Influence on Media: Theory. Andrea Prat
17. Government Influence on Media: Empirics. Ruben Enikolopov and Maria Petrova
18. The Role of Media in Finance. Paul Tetlock
19. Media and Social and Economic Outcome. Stefano Della Vigna and Eliana La Ferrara
