Media and digital management

Abstract

Being a successful manager or entrepreneur requires creativity, innovation, and performance. It also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sectors. Its chapters cover--in a jargonless, non-technical way--the major functions of management. First,creatinga media product: the financing of projects and the management of technology, HR, production operations, intellectual assets, and government relations. Second,harvestingthe product created: market research, marketing, pricing, and distribution. And third, thecontrolloop: media accounting and strategy planning.