Media, Telecommunications and Business Strategy (3^rd Ed.)

As the clear lines and historic boundaries that once separated broadcasting, cable, telephone and Internet communication dissolve, this comprehensive new edition examines the relationship and convergence patterns between industries by exploring the effects of digitalization in media and information technology.

With today?s dynamic and rapidly evolving communication environment, media managers need to have a clear understanding of the different delivery platforms as well as critical management and planning strategies going forward. Advancements in new media and communication technology coupled with a rapidly changing global economy promise a new set of hybrid-media companies that will allow for the full integration of information and entertainment services and give new meaning to the term programming. This book provides a detailed look at seven key sectors of the media and telecommunications field as well as ongoing changes within the industry. The new edition includes updated research throughout including material on major business and technology changes as well as the importance of digital lifestyle reflected in E-commerce and developments in Over-the-Top Video-streaming services. Special attention is given to such areas as strategic planning, innovation, marketing, finance and leadership.

Perfect for courses in media management and media industries, as well as professional managers, this book serves as an important reference guide during this transitional time.

Part 1: The Media and Telecommunications Industry Structure

1. Media and Telecommunications Economics: Principles of Market Structure, Business Conduct, Supply and Pricing

2. Broadcast Television

3. Cable Television

4. Over-the-Top video Streaming Services

5. Telephony and the Economics of Information Delivery

6. Cellular Telephone, Satellite and Wireless Communication

7. Digital Lifestyle: Electronic Commerce and Social Media

8. Transnational Media and Telecommunications

Part 2: Media Management and Telecommunications

9. Media Management and Telecommunications: Principles of Management Theory and Applications

10. Media Management and Strategic Planning

11. Innovation and Technology Management

12. Media, Telecommunications and Financial Management

Ron Rizzuto, Mike Wirth

13. Media and Telecommunications Marketing

Heidi Hennink-Kaminski

14. Leadership and Change Management

Rod Rightmire, Richard A. Gershon

Richard A. Gershon is a Professor in the School of Communication at Western Michigan University where he teaches courses in Media Management and Telecommunications. Dr. Gershon is an internationally recognized scholar having authored eight books and over 50 book chapters and journal articles on the subject of media business strategy as well as communication technology and innovation.