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· 분류 : 외국도서 > 인문/사회 > 사회과학 > 미디어학
· ISBN : 9781138729315
· 쪽수 : 476쪽
목차
Dedication Page
List of Contributors
Editorial Review Board
Table of Contents
Foreword
Paulo Faustino
Preface
PART I: MME RESEACRH: FOUNDATION AND OVEWVIEW
1 Media Management and Economics Research: A Historical Review
Alan B. Albarran
2 Evolving Research and Theories in Media Management Research
Bozena Mierzejewska
3 Evolving Research and Theories in Media Economics Research
Brendan M. Cunningham
4 Media Management and Economics Research in Europe
Juan Pablo Artero & Alfonso Sanchez-Tabernero
5 Media Management and Economics Research in Asia
Jaemin Jung & Youngju Kim
6 Media Management and Economics Research in Latin America
Maria Elena Gutierrez-Renteria
PART II: FUNDAMENTAL ISSUES IN MME RESEARCH
7 Human Resource Management in the Media
Joyce Costello & John Oliver
8 Strategic Management
Nabyla Daidj
9 Financial Management
Ronald J. Rizzuto, Michael O. Wirth & Tracy Xu
10 Advertising in Media Management and Economics
Louisa Ha
11 Marketing and Branding
Juliane A. Lischka, Gabriele Siegert & Isabelle Krebs
12 Media Policy
Krishna Jayakar
13 Mergers and Acquisitions and their Performance
Hans van Kranenburg & Gerritt Ziggers
14 Content/Program Distribution
Douglas Ferguson
PART III: EMERGING ISSUES/AREAS of INQUIRY IN MME RESEARCH
15 Media Innovation
Richard Gershon
16 Media Entrepreneurship
Min Hang
17 Social Media: State of the Art and Research Agenda
Andreas Kaplan & Grzegorz Mazurek
18 Mobile Media
Sangwon Lee
19 Multiplatform: A Distribution Perspective
Xiaoqun Zhang & Alan B. Albarran
20 Multiplatform: A Consumption Perspective
Sylvia M. Chan-Olmsted & Min Xiao
21 Media Globalization
Xiaoqun Zhang
22 Changes in Journalism in the Digital Age: The Evolution of News
Angela Powers & Jinyang Zhao
PART IV: ANALYTICAL TOOLS IN MME RESEARCH
23 Methodological Approaches in Media Management and Economics
Michel Dupagne
24 Audience Measurement and Analysis
Su Jung Kim
25 The Transformation of Advertising Agencies in a Digital World
Jurg Kaufmann Argueta & Francisco J. Perez-Latre
26 Big Data and Media Management
Philip M. Napoli & Axel Roepnack
PART V: FUTURE DIRECTIONS IN MME RESEARCH
27 Media Management Research in the 21st Century
Ulrike Rohn
28 Future directions for Media Economics Research
Brendan M. Cunningham
Afterword
The Editors
