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Handbook of Media Branding
This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.
Who Owns the World's Media?
This publication moves beyond the rhetoric of free media and free markets to provide a dispassionate and data-driven analysis of global media ownership trends and their drivers. Based on an extensive data collection effort from scholars around the world, it covers 13 media industries, including television, newspapers, book publishing, film, search engines, ISPs, and wireless telecommunication, across a 10-25 year period in 30 countries.
Reasserting the Disney Brand in the Streaming Era
Reasserting the Disney Brand in the Streaming Era investigates the evolution of the Disney brand at a pivotal moment – the move from content creation to acquisition and streaming – and how the company reasserted its brand in a changing marketplace. Exploring how Disney’s acquisition of Pixar, Marvel, Lucasfilm and Fox positioned the company to launch the Disney+ streaming service, the chapters look at the history of those acquisitions, and the deployment of the content, brands, and intellectual property from those acquisitions, through an analysis of the original content that appeared on Disney+. Offering a focused investigation of how the content offered from these various media brand...
Organizing Marketing and Sales
Organizing Marketing and Sales offers case studies to demonstrate in detail the kinds of challenges faced by multinational, multiproduct firms. It also draws upon theoretical perspectives in order to examine contemporary challenges in marketing and sales organization.
Commercial Communication in the Digital Age
In today’s digital age, online and mobile advertising are of growing importance, with advertising no longer bound to the traditional media industry. Although the advertising industry still has broader access to the different measures and channels, users and consumers today have more possibilities topublish, get informed or communicate – to “co-create” –, and toreach a bigger audience. There is a good chance thus that users and consumers are better informed about the objectives and persuasive tricks of the advertising industry than ever before. At the same time, advertisers can inform about products and services without the limitations of time and place faced by traditional mass media. But will there really be a time when advertisers and consumers have equal power, or does tracking users online and offline lead to a situation where advertisers have more information about the consumers than ever before? The volume discusses these questionsand related issues.
Systemic Risk: Regulatory Oversight and Recent Initiatives to Address Risk Posed by Credit Default Swaps
The U.S. financial system is more prone to systemic risk today than ever before. Credit default swaps (CDS) are one of the products that have assumed a key role in financial markets. This statement discusses: (1) the extent to which U.S. financial regulators and the UK regulator oversee CDS; (2) risks and challenges that CDS present to the stability of financial markets and institutions and similar concerns that other products may pose; and (3) the recent steps that financial regulators and the industry have taken to address risks pose by CDS and similar efforts that may be warranted for other financial products. Illustrations.
