Media and Entertainment Industry Management How to Integrate Business and Management with Creativity and Imagination

The media and entertainment industry (MEI) differs significantly from traditional industries in many respects. Accordingly, the management of strategy, marketing and other business practices in the MEI necessitates a unique approach. Sunghan Ryu offers students focused and relevant insights into critical topics, illustrated by vivid examples from the MEI.

Unlike typical introductory textbooks on business and management, this book does not overemphasize complicated layers of theory. Instead, it presents essential concepts and frameworks in a digestible manner and supplements them with opportunities to apply this knowledge to real-world cases. The textbook demonstrates how knowledge can be constructively implemented in business and management scenarios. It is structured into 12 chapters, divided into five core modules: (1) Overview of the MEI, (2) The Fundamentals of Management, (3) Marketing Management, (4) Digital Business and Management, and (5) New Business Models and Entrepreneurship. Students will gain the ability to explain key concepts and frameworks across core business and management domains and develop analytical skills through diverse real-world cases in the MEI. Based on this knowledge, they will be equipped to identify management-related issues in the MEI and arrive at practical and effective solutions.

This book is an essential guide for students who wish to understand business and management in the dynamic world of the MEI.

Preface

Acknowledgments

Module I. Overview of the Media and Entertainment Industry

1. An Introduction to the Media and Entertainment Industry

2. The Characteristics of the Media and Entertainment Industry

Module II. The Fundamentals of Management

3. What is Management? A Media and Entertainment Industry Perspective

4. Organizational Behavior in Media and Entertainment Organizations

5. Strategic Management in the Media and Entertainment Industry

Module III. Marketing Management

6. Marketing Management in the Media and Entertainment Industry

7. Customer Relationship Managementin Media and Entertainment Organizations

Module IV. Digital Business and Management

8. The Value of Information Technology in Business and Management

9. The Digitalization of the Media and Entertainment Industry

10. New Technological Advancements in the Media and Entertainment Industry

Module V. New Business Models and Entrepreneurship

11. Business Model Planning in the Media and Entertainment Industry

12. Creative Entrepreneurship

Index

Sunghan Ryu is associate professor at Shanghai Jiao Tong University. His research and teaching centers on digital innovation in the MEI. He is the author of Beauty of Crowdfunding: Blooming Creativity and Innovation in the Digital Era, and has published in top academic journals, including the Journal of Marketing, MIS Quarterly, New Media & Society, and the Harvard Business Review.