Understanding Media Economics 理解传媒经济学 吉莉安·道尔
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作者Doyle
出版社SAGE Publications Ltd
ISBN9781412930772
出版时间2007-04
装帧平装
定价508元
货号YB-76425
上书时间2024-07-02
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"Expertly synthesizes economic theory and contemporary cases to both explain the structure of the contemporary media industry and shed insight on the significant challenges and controversies confronting the sector." - Lucy Küng, Oxford University and Jonkoping University "A wide-ranging, accessible introduction to media economics and their application to a broad range of media topics from advertising and business models to copyright, audience demand and public policy." - Chris Bilton, University of Warwick "An excellent textbook on media economics, which takes into account the full complexity of the subject matter in the context of structural, technological and creative transformations that characterise digital media." - Milan Todorovic, London Metropolitan University With the rapidly evolving digital media landscape, this second and completely revised edition of Understanding Media Economics moves beyond a sector-specific approach to media analysis, and instead focuses on the issues and imperatives that are now central to how economic forces impact on the media industries. Exploring themes such as innovation, digital multi-platform developments, the emerging importance of networks, branding and segmentation of market demand, strategies of risk-spreading, maximizing value within content, intermediation and rights management, corporate expansion and advertising, this book addresses and explains the key pressing questions and issues that are transforming contemporary media industries and markets. Gillian Doyle makes the economics of the media fascinating, compelling and easy to understand. This is essential reading for students of media economics, media management, media policy and courses across the cultural and creative industries.“专业地综合经济理论和当代案例，既解释了当代媒体行业的结构，又对该行业面临的重大挑战和争议提供了见解。” - Lucy Küng，牛津大学和延雪平大学“对媒体经济学及其在广泛的媒体主题（从广告和商业模式到版权、受众需求和公共政策）中的应用进行了内容广泛、易于理解的介绍。” - Chris Bilton，华威大学“一本优秀的媒体经济学教科书，它考虑到了数字媒体特征的结构、技术和创意转型背景下主题的全部复杂性。” - Milan Todorovic，伦敦城市大学随着数字媒体格局的快速发展，《理解媒体经济学》的第二版和完全修订版超越了针对特定部门的媒体分析方法，而是重点关注目前对于媒体分析至关重要的问题和必要性。经济力量对媒体行业的影响。本书探讨了创新、数字多平台发展、网络的新兴重要性、市场需求的品牌和细分、风险分散策略、内容价值*大化、中介和版权管理、企业扩张和广告等主题。解释了正在改变当代媒体行业和市场的关键紧迫问题。阿娇·道尔 (Gillian Doyle) 让媒体经济学变得引人入胜、引人入胜且易于理解。这是媒体经济学、媒体管理、媒体政策以及文化创意产业课程学生的必读读物。
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