Media Monoliths

Fülszöveg

In an increasingly cluttered nnedia landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet.
How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Media and communication journalist and author Mark Tungate takes us behind the scenes, revealing what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers.
The book is divided into four sections, covering: Broadcasters: The BBC • CNN • MTV
Newspapers: The Times • The Financial Times • The Wall Street Journal • The International Herald Tribune • The... Tovább

Fülszöveg

In an increasingly cluttered nnedia landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet.
How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Media and communication journalist and author Mark Tungate takes us behind the scenes, revealing what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers.
The book is divided into four sections, covering: Broadcasters: The BBC • CNN • MTV
Newspapers: The Times • The Financial Times • The Wall Street Journal • The International Herald Tribune • The New York Times • El Pais • Die Zeit • Corriere Delia Sera • Liberation
Magazines: Vogue • National Geographic • Playboy • Paris Match • The Economist • Time
Press Agencies: Reuters • Bloomberg
Mark Tungate is a British journalist based in Paris. He has a weekly column in the French media magazine Stratégies, writes regularly for such magazines as Campaign and Advertising Age, and covers travel and lifestyle for CNN Traveller and Travel & Leisure. The editor of The Epica Book, a review of the best European advertising, he has co-written the books Business Superbrands, Consumer Superbrands, and Cool Brand Leaders.
Published Price: L20.00
For more information about this book, please contact:
A
Martha Fumagalli Press Office Kogan Page
•4 r^ _ . Vissza