Rights Contact Login For More Details
- Wiley
More About This Title Managing Media Companies - Harnessing CreativeValue
English
English
Advisory board.
About the authors.
Acknowledgements.
Chapter 1. Introduction.
Media: one or many industries?
Current state of the industry.
Focus and scope of the book.
Chapter 2. Rebalancing the media value chain.
Current practices mostly historically grown.
Fundamental changes still ahead.
Consequences for management of media companies.
Fundamental rethinking of future business models needed?
Key takeaways
Gruppo Mediaset case study.
Trinity Mirror plc case study.
Case study: EMI Group.
Chapter 3. Creating and leveraging innovative content.
Future role of (blockbuster) content.
Should content be redefined?
Management of the content generation process.
Key takeaways.
RTL Group case study.
Chapter 4. The fight for customer attention: intelligent mass marketing and cautious niche strategy.
The increasing need to understand customers.
Marketing strategies for advertising-based players.
Marketing strategies for subscription-based players.
Marketing strategy for niche and thematic offerings.
Key takeaways.
CANAL+ Group case study.
Telenet case study.
Chapter 5. End-to-end supply chain management.
Achieving operational excellence in supply chain management.
Improvement levers for standardized processes in the media industry.
Improvement levers for nonstandardized processes in the media industry.
Managing the transition to digital platforms.
Key takeaways.
Axel Springer AG case study.
Chapter 6. Ways out of the advertising commodity trap.
Traditional advertising under increasing pressure.
Systematic use of B2B marketing approaches.
Effective sales force management.
Key takeaways.
Schibsted SCA case study.
Media Capital case study.
Chapter 7. Corporate strategy in media.
The current media landscape in Europe.
Future portfolio logic.
Key takeaways.
SanomaWSOY case study.
Lagardère Média case study.
Chapter 8. The future role of digital media.
A brief history of the digital media bubble.
From opportunism to strategic thinking – current digital media models.
The future is broad(er) band.
New business models.
Future winners of the broadband value chain.
Key takeaways.
United Global Commmunications Europe case study.
T-Online case study.
Hubert Burda Medien case study.
Chapter 9. People management in media companies: creative managers or managed creativity?
Current people-management practices in the media industry.
Media companies have to deal with ‘creators' and 'transformers'.
Implications for people-management processes.
Management of transformers.
Management of creatives.
Content creators and content transformers will have to cooperate more closely in the future.
Outlook and open questions.
Key takeaways.
References.
British Broadcasting Corporation (BBC) case study: managing HR for Change.
Epilogue.
Index.
