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Über dieses Buch

“Digitalization significantly changes the media. To cope with this change and to exploit new market opportunities is a major challenge for media corporations. Bernd Wirtz provides a valuable guideline for this new world, combining theory, facts, and practice.”
Dr. Hubert Burda, German publisher and Managing Corporate Partner of Hubert Burda Media Holding KG

“The media business is subject to substantial change while differences between distinctive media areas are fading away. This is due to technical innovation in areas like transmittance of content, bearer of content and recording devices but also due to new formats, trends and constant change of consumer behavior.” The textbook “Media and Internet Management” stays abreast of changes and covers this topic on a well-founded and comprehensive basis. It makes a valuable contribution to theory and practice in media management and is highly recommendable to media managers.”
Christoph Mohn, Chairman of the Supervisory Board, Bertelsmann AG

“The world of media is full of challenges and dynamic conditions for its field. The dynamic of this market is accelerated even more by new digital technologies and ongoing globalization. This book is an absolute “must have” for everyone who wants to know more about the basics, conditions and requirements of modern media management. The analytical clearness and structure make this publication highly relevant for students, but also for managers.”
Urs Rohner, Chairman of the Board of Directors, Credit Suisse Group AG

“Media Management is a textbook, but a very welcome newcomer for students and teachers as it fills a market gap for good educational material in this rapidly evolving field. It is concise, simple (but not simplistic), and contains a contemporary overview of concepts and tools for media managers. ”
Prof. Dr. Bozena I. Mierzejewska, Editor of The International Journal on Media Management, Fordham University, New York

“Summed up, with his second edition Wirtz managed to strengthen the outstanding position of his publication “Media Management”. His textbook shines because of its content, analytical clearness and the high relevance for business practice without losing its academic background. With the second edition this book has established its position in the field of media business as the leading standard reference book in Germany. It is suitable for business students, lectures as well as managers who can gain magnificent information from it.”
Prof. Dr. Wolfgang Fritz, Director of the Institute of Marketing, Braunschweig University of Technology, Germany; Honorary Professor at the Institute of Business Administration, University of Vienna, Austria.

Inhaltsverzeichnis

Frontmatter

1. Foundations of Media Management

Abstract
In the modern information society, the media play a very important role in economic and societal development. Innovations in information and communication technology have changed the usage patterns of the recipients, simplify market entry for new competitors, and facilitate new media formats. This development changes not only the technical, cultural, and social structures but most profoundly the commercial ones.
Bernd W. Wirtz

2. Characteristics of Media Management

Abstract
Media markets have characteristics that differ from those of other sectors. These characteristics must be taken into account to successfully manage media enterprises. Thus, this chapter will first provide a market definition in the media sector and then go on to discuss the multidimensional competition in the media markets. On this basis, the special features of media products and the structure of the media markets will be explored.
Bernd W. Wirtz

3. Value Creation Systems of Media Enterprises

Abstract
In the previous chapters, we have primarily focused on external conditions that influence the activities of media enterprises. In this chapter, we will focus on the value creation system of media enterprises. The value creation system comprises all factors that are crucial for the competitiveness of a media enterprise and its range of services. The value chain, the core assets, and the core competencies, as well as the business model, are its essential elements.
Bernd W. Wirtz

4. Functions of Media Management

Abstract
In the previous chapters, the general conditions of media and various elements of the value creation system of media enterprises have been presented. In the next step, the action parameters of media management shall be pointed out. Therefore, at first, strategic management will be addressed. Afterward, procurement management, production management, and marketing of media enterprises will be presented in more detail. This is followed by an overview of organizational management, finance management, and human resource management.
Bernd W. Wirtz

5. Business Models and Value Creation in the Newspaper and Magazine Market

Abstract
The print media industry is one of the most important branches of the media industry. Print products are media products that are distributed in printed form, such as newspapers, magazines, and books. All enterprises that create and/or distribute these products are regarded as print media enterprises. In this chapter the management of newspaper and magazine publishers is examined, using US-American media as examples.
Bernd W. Wirtz

6. Business Models and Value Creation in the Book Market

Abstract
The book as a medium has a special position in the media industry. It is the eldest mass medium and considered to be the medium with the highest cultural value. Despite this exceptional position, the book industry is simultaneously confronted with economic constraints. Therefore, the book industry management is facing a considerable contradiction between cultural value and economic activities.
Bernd W. Wirtz

7. Business Models and Value Creation in the Movie Market

Abstract
Movies play a meaningful and multifaceted role in today’s society. A movie is simultaneously a cultural property, an entertainment medium, and an economic commodity. When examining the movie industry, the economic processes of production, distribution, and utilization are, in addition to the social, political, and historical parameters, of significant interest.
Bernd W. Wirtz

8. Business Models and Value Creation in the TV Market

Abstract
In past decades, the television has progressed to become one of the most important and most high-powered media (Wirtz and Schwarz 2001). The US-American TV market has assumed a leading position through the development of television into its modern journalistic, social, and economic meaning. Hence, the United States is considered the most important television market worldwide. Before the background of the advancing globalization and the converging industrial sectors, the television plays a central role, in particular in competition of the market-dominating multinational media groups (Wirtz and Elsäßer 2016).
Bernd W. Wirtz

9. Business Models and Value Creation in the Radio Market

Abstract
The literature on radio management is similar to the conceptual literature on TV management. So both can be subsumed under the general concept of broadcasting. In spite of similar technical foundations and a mutual historical origin, a separate chapter is dedicated to the management of radio enterprises. The radio markets, the management of radio enterprises, and the user behavior of the recipients are clearly different from the television market.
Bernd W. Wirtz

10. Business Models and Value Creation in the Music Market

Abstract
Music is an important and diverse cultural heritage with a long history. Important milestones in the development of music industry were the invention of the gramophone in 1887, the beginning of sound media reproduction a few years later, and the development of radio at the end of the nineteenth century.
Bernd W. Wirtz

11. Business Models and Value Creation in the Video and Gaming Market

Abstract
Since the end of the 1990s, it has been obvious that the video and computer game market has become an important entertainment and economy sector. Computer and video games have been established as a common means of entertainment in large parts of the society. In 2001 the US revenue of computer and video games, which amounted to 9.4 billion USD, exceeded the revenue of the US movie industry (8.1 billion USD) for the first time.
Bernd W. Wirtz

12. Business Models and Value Creation in the Internet Market

Abstract
The Internet is increasingly important in the media sector. In the context of Internet management and social media, the following section will therefore focus in particular on the management of companies whose business activities focus on the creation or sale of digital media content via the Internet.
Bernd W. Wirtz

13. International Media Management

Abstract
In recent years, one could observe strong concentration and internationalization tendencies in the media markets. The Bertelsmann group is considered to be “the world’s most international media company” (Bertelsmann 2015, p. 81). In 2018, Bertelsmann obtained the following revenue distribution: 22% in the United States, 33.2% in Germany, 38.6% in Europe (without Germany), and 6.2% in other countries (Bertelsmann SE and Co. KGaA 2019). Overall the media landscape is characterized by complex international and intermediate interrelations.
Bernd W. Wirtz

14. Integrated Media Conglomerates and Cross-Media

Abstract
Due to the digital revolution, cross-media has become a new and important field of media management. Earlier within media management, this did not exist in such a way, because multiple utilization of channels was traditionally only used to a very small extent. In this digital age of convergence of media markets, cross-media marketing strategies are key success factors.
Bernd W. Wirtz

15. Case Studies

Abstract
Case studies are a very important education tool in media management. Against this background, this chapter addresses the role and application of media management within the media markets and discusses specific case studies for different media markets. In doing so, this chapter begins with a comprehensive case study of Google Inc.
Bernd W. Wirtz

Backmatter

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