영문목차
Contents
INTRODUCTION AND ACKNKOWLEDGMENTS ix
CHAPTER 1 The Media Industries: Segments, Structures, and Similarities 1
CHAPTER 2 Media Organizations 29
CHAPTER 3 Leadership and Management 61
CHAPTER 4 Managing Human Resources 91
CHAPTER 5 Financial Management 113
CHAPTER 6 Media Consumers: Measurement and Metrics 143
CHAPTER 7 Managing the Production Process 175
CHAPTER 8 Strategies for Marketing Content 203
CHAPTER 9 Packaging, Repackaging, and Marketing Content 223
CHAPTER 10 Managing Sales: An Insider's View 245
CHAPTER 11 Distributing Content 271
CHAPTER 12 The Changing Media Value Chain 305
CHAPTER 13 Media Industry Business Models 325
CHAPTER 14 Legal and Regulatory Issues 367
CHAPTER 15 Ethical Issues 387
Index 411