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Media monoliths: how great media brands...

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""Tungate's background as a journalist and authority on advertising, both domestic and global, is apparent in this work, which offers a comprehensive look at the branding and marketing of major media properties both inside and outside the US. The author apparently gained access to a vast array of executives within each of the 20 media organizations he profiles, and he presents his material in a style that is easy to read, process, and understand. The book provides a brief historical context, vivid descriptions of the environment in which the organizations function, and a handy summary box highlighting key facts about each network, publication, or information provider. Informative and even eye-opening for those who want to know more about the media outlets people consume on a daily basis, this timely, well-researched book could easily be incorporated into the curricula of introductory-level communication courses, particularly those that deal with media structures, global marketing, media literacy, and the media's role in society. The book should retain its value despite the ever-changing nature of the media business.

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Availability

181103200

338.473 TUN m

Z. HANDIMAN

Available

Detail Information

Series Title

-

Call Number

338.473 TUN m

Publisher

London : Kogan Page., 2004

Collation

viii,261p.; 24 cm.

Language

English

ISBN/ISSN

0-7494-4108-9

Classification

338.473

Content Type

-

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

MASS MEDIA - ECONOMIC ASPECTS

Specific Detail Info

v

Statement of Responsibility

-

Other version/related

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