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Strategic Management in the Media: Theory to Practice
Lucy K�ng

The contours, sector trajectories and boundaries of the media industry are increasingly hard to make out due to the extraordinary level of change that has taken place over the last 30 years, observes Lucy Küng in Strategic Manageme nt in the Media: Theory to Practice ( www.sagepublications.com). “The industry is truly in a state of flux as such factors as deregulation, new technological options for producing, transmitting and consuming media content, increasing competition for leisure time, disposable income and customer attention, changing lifestyles and patterns of media use, and the erosion of mass audiences, have caused fundamental shifts in many aspects of the industry’s constituent sectors.” Forget the ‘mass’. “It really is time to drop the mass market mentality or at least to redefine it. Mass markets are evaporating inexorably, be they for national newspapers or national television channels.”Well-researched.

D. Murali

http://BookPeek.blogspot.com

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