Media product portfolios
Subtitle: issues in management of multiple products and services
By: edited by Robert G. Picard.
Contributors: Picard, Robert G.
Publisher: Lawrence Erlbaum; Routledge
Published: 2005
Place of publication: Mahwah, NJ
Language: eng
Number of pages: 272
Subjects: Mass media -- Management; Mass media -- Economic aspects
Description: "This book breaks new ground by introducing the concepts of product portfolio management and applying them to media companies in a comprehensive manner. It draws from knowledge and methods of analyzing product portfolio management in other industries, applies that knowledge to media industries, and analyzes current practices in media firms."--Jacket.
Notes: Includes bibliographical references and index.
Table of contents: title: The nature of media product portfolios / Robert G. Picard; title: Product portfolios, diversification, and sustainability of media firms / H.L. (Hans) Kranenburg; title: Media portfolio development / Leona Achtenhagen; title: Strategic leadership and media portfolio development / Ethel Brundin and Leif Melin; title: Clustering media operations / Hugh J. Martin; title: Product platforms for the media industry / Thomas Hess; title: Cross-promotion and branding of media product portfolios / Maria Norbäck; title: Strategic direction and control of portfolios / Mart Ots; title: Issues and strategies in managing product portfolios across borders and cultures / Min Hang; title: Portfolio internationalization / Annette Risberg and Leif Melin.