Preface
Contents
About the Author
1: Foundations of Media Management
1.1 Structure of the Textbook
1.2 Development of Media Management
1.2.1 Media Management as a Business Administration Discipline
1.2.2 Development of Media Management and Media Economics
1.2.3 Definition of Media Management
Definition of Media
1.2.4 Definition of the Media Sector
1.2.5 Definition of Media Enterprises
1.2.6 Media Economics
1.2.7 Media Management
Definition of Media Management
1.2.8 Economic Significance of the Media
1.3 Development of Media and Communication Applications
2: Characteristics of Media Management
2.1 Market Definition in the Media Sector
2.2 Multidimensional Competition
2.3 Product Specifications
2.3.1 Media Products as Combined Products
2.3.2 Media Products as Public Goods
2.3.3 Media Products as Services
2.3.4 Media Products as Meritorious Goods
2.3.5 Quality of Media Products
2.4 Market Structure
2.4.1 Concentration
2.4.2 Market Entry Barriers
2.5 Changes in Media Usage Pattern
2.6 Changes in the Advertising Markets
2.7 Media Competition and Convergence
2.7.1 Digitalization
2.7.2 Deregulation of the Information, Media, and Communication Markets
2.7.3 Changes in User Preferences
2.8 Environmental Changes and Dynamics in the Media Sector
3: Value Creation Systems of Media Enterprises
3.1 Value Creation in Media Enterprises
3.2 Core Assets and Core Competencies
3.2.1 Analysis of Core Assets and Core Competencies in Media Enterprises
Definition of Assets and Core Assets
Definition of Competence and Core Competence
3.2.2 Management of Core Assets and Core Competencies in Media Enterprises
3.3 Business Models and Types of Business
Definition of a Business Model
3.3.1 Revenue Model
3.3.2 Recipient Market
3.3.3 Advertising Market
3.3.4 Licenses
3.3.5 Government Fees
3.3.6 Production of Goods and Services Model
3.3.7 Types of Business
3.3.8 Content Integration
3.3.9 Content Bundling
3.3.10 Content Presentation
4: Functions of Media Management
4.1 Strategic Management
4.1.1 Strategic Development
4.1.2 Strategy Options
Focusing Strategies
Integration Strategies
Network Strategies
4.1.3 Influencing Factors
Costs
Revenue Expectations
Contract Conditions
Competitors
Government Regulations
4.1.4 Procurement Strategies
4.2 Production Management
4.2.1 Influencing Factors
Production Process
Resources
Production Costs
4.2.2 Production Strategies
4.3 Marketing
4.3.1 Product and Program Policy
Performance Core
Packaging
Brand Policy
Services
4.3.2 Price Policy
4.3.3 Distribution Policy
4.3.4 Communication Policy
4.4 Organizational Management
4.4.1 Organizational Differentiation
Functional Organization
Object-Oriented Organization
4.4.2 Organizational Integration
Integration Through Hierarchy
Matrix Organization
Project Organization
Integration Through Guidelines and Plans
Integration Through Self-Determination in Groups
5: Business Models and Value Creation in the Newspaper and Magazine Market
5.1 Range of Products and Services
5.1.1 Newspapers
5.1.2 Magazines
5.2 Interactions of Market Participants
5.3 Value Creation Structures
5.4 Core Assets and Core Competencies
5.5 Business Models
5.5.1 Revenue Models
5.5.2 Service Creation Model
5.5.3 Business Model for Newspaper Publishing
5.5.4 Business Model for Magazine Publishing
6: Business Models and Value Creation in the Book Market
6.1 Range of Services
6.2 Interactions of Market Participants
6.3 Value Creation Structures
6.4 Core Assets and Core Competencies
6.5 Business Models
6.5.1 Revenue Models
6.5.2 Service Creation Model
6.5.3 Business Model of Book Publishing House
7: Business Models and Value Creation in the Movie Market
7.1 Range of Services
7.2 Interactions of Market Participations
7.3 Value Creation Structures
7.4 Core Assets and Core Competencies
7.5 Business Models
7.5.1 Revenue Model
7.5.2 Service Creation Model
7.5.3 Movie Production and Distribution
8: Business Models and Value Creation in the TV Market
8.1 Range of Services
8.1.1 Free-TV
8.1.2 Pay-TV
8.1.3 Teleshopping and Call-in-TV
8.2 Interactions of Market Participants
8.3 Value Creation Structures
8.4 Core Assets and Core Competencies
8.5 Business Models
8.5.1 Revenue Models
8.5.2 Service Creation Model
8.5.3 Business Models
9: Business Models and Value Creation in the Radio Market
9.1 Range of Services
9.2 Interactions of Market Participants
9.3 Value Creation Structures
9.4 Core Assets and Core Competencies
9.5 Business Models
9.5.1 Revenue Models
9.5.2 Manufacturing Model
9.5.3 Business Model of Established Private Radio Providers
10: Business Models and Value Creation in the Music Market
10.1 Range of Services
10.1.1 Record Producers
10.1.2 Music Publishing House
10.2 Interactions of Market Participants
10.3 Value Creation Structures
10.4 Core Assets and Core Competencies
10.5 Business Models
10.5.1 Business Model of Record Producers
10.5.2 Business Model of Music Publishing Houses
11: Business Models and Value Creation in the Video and Gaming Market
11.1 Range of Services
11.2 Interactions of Market Participants
11.3 Value Creation Structures
11.3.1 Game Hardware Industry
11.3.2 Game Software Industry
11.4 Core Assets and Core Competencies
11.5 Business Models
11.5.1 Revenue Model
11.5.2 Manufacturing Model
11.5.3 Business Model of a Console Manufacturer
12: Business Models and Value Creation in the Internet Market
12.1 Range of Services
12.2 Interactions of Market Participants
12.3 Value Creation Structures
12.4 Core Assets and Core Competencies
12.5 Business Models
12.5.1 Content
12.5.2 Commerce
12.5.3 Context
12.5.4 Connection
12.5.5 Business Models in Social Media
Definition Social Media
13: International Media Management
13.1 Introduction
13.1.1 Definition and Characteristics of International Media Management
Definition International Media Management (Wirtz 2003b)
13.1.2 Specifics of International Media Management
13.2 Internationalization Strategies of Media Companies
13.2.1 Market Entry and Market Cultivation Strategies
Export
Licensing
Joint Ventures and Strategic Alliances
Direct Investment-Related Solo Efforts
Mergers
13.2.2 Target Market Strategies
Market Presence Strategies
Market Selection Strategies
Market Segmentation Strategies
13.2.3 Timing Strategies
13.3 Sections of International Media Management
13.3.1 Procurement Management of International Media Companies
13.3.2 Production Management of International Media Companies
13.3.3 Marketing Management of International Media Companies
Product Policy of International Media Companies
Price Policy of International Media Companies
Distribution Policy of International Media Companies
Communication Policy of International Media Companies
14: Integrated Media Conglomerates and Cross-Media
14.1 Introduction
14.2 Fundamentals of Cross-Media Management
Definition cross-media (Wirtz 2013b)
Definition cross-media management (Wirtz 2013b)
14.2.1 Manifestations of Cross-Media
14.2.2 Causes and Catalysts of Cross-Media
14.2.3 Cross-Media Strategies, Processes, and Success Factors
14.3 Integrated Value-Added Structures and Business Models
14.3.1 Dimensions of Integration Strategies
14.3.2 Characteristics of Integration Strategies
14.3.3 Evaluation of Integration Strategies
14.4 Development Prospects
15: Case Studies
15.1 Google/Alphabet Case Study
15.1.1 GoogleΒ΄s Organizational History and Development
15.1.2 GoogleΒ΄s Integrated Business Model
15.1.3 GoogleΒ΄s Market Environment
15.1.4 Case Analyses and Structure of Solutions
15.1.5 Google Case: Questions and Solutions
15.2 Market-Specific Case Studies
15.2.1 Craigslist Case Study
15.2.2 Knopf Doubleday Publishing Case Study
15.2.3 Fox Filmed Entertainment: The Blockbuster ``Avatar´´ Case Study
15.2.4 Hulu Case Study
15.2.5 Last.fm Case Study
15.2.6 iTunes Case Study
15.2.7 Xbox One X Case Study
15.2.8 21st Century Fox Case Study
References