Overview
- The first comprehensive handbook of media branding International
- Covers the American and the European view on media branding Multidisciplinary
- Discusses media branding from different views, disciplines and research traditions up-to-date
- Reflects current issues in media management practice and research
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About this book
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Keywords
Table of contents (26 chapters)
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Media Branding: Locating an Emerging Research Area
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The Management Perspective: Media Brands as Management Task
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The Product Perspective: Media Brands as Branded Content
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The Communication Perspective: Media Brands as Marketing Communication and Co-creation
Editors and Affiliations
About the editors
Gabriele Siegert is Professor in the IPMZ - Institute of Mass Communication and Media Research at the University of Zurich, Switzerland. Her research focuses on media economics, media management, in particular media branding, as well as advertising. She is the author and co-author of books such as Media Brand Management (Medienmarken-Management), Introduction to Advertising in the Media- and Information Society (Werbung in der Medien- und Informationsgesellschaft) or Introduction to Media Economics (Medienökonomie – eine problemorientierte Einführung) and co-editor of books such as Economics of Entertainment Production (Zur Ökonomie der Unterhaltungsproduktion) or Introduction to Mass Communication (Einführung in die Publizistikwissenschaft). She has published refereed articles in the Journal of Media Business Studies, Journal of Media Economics, International Journal on Media Management and others.
Kati Förster works at the Department of Communication at the University of Vienna, Austria. Her main research interests are in media branding and advertising, especially in the key success factors for television brands and in effects of media brands for audiences in terms of emotions, personal and social identity. Her work has been published in Journal of Media Business Studies and Online Journal of Communication and Media Technologies. She also serves as a spokesperson for the Austrian Advertising Standards Board.
Sylvia Chan-Olmsted is Professor in the Department of Telecommunication at the University of Florida, USA. Her research focuses on digital/mobile media consumer and marketing strategy, as well as brand management and strategic management in emerging media industries. She is the author of the book Competitive Strategy for Media Firms and co-editor of two books, Media Management and Economics Handbook and Global Media Economics. She has published over 60 refereed articles in the Journal of Broadcasting andElectronic Media, Journalism & Mass Communication Quarterly, Telecommunications Policy, New Media and Society, Journal of Media Economics, International Journal on Media Management, and others.
Mart Ots (Ph.D) is Director of the Media Management and Transformation Centre at Jönköping International Business School, Sweden. His main research interests are in the decision-making and organization of marketing work, in the effects of advertising media, and in media policy. His research has been published in Journal of Communication Inquiry and International Journal on Media Management, and he is currently the editor of Journal of Media Business Studies. Mart regularly serves as an advisor to government institutions, industry organizations, and private corporations on issues concerning media, policy and marketing communications.
Bibliographic Information
Book Title: Handbook of Media Branding
Editors: Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots
DOI: https://doi.org/10.1007/978-3-319-18236-0
Publisher: Springer Cham
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: Springer International Publishing Switzerland 2015
Hardcover ISBN: 978-3-319-18235-3Published: 19 August 2015
Softcover ISBN: 978-3-319-36248-9Published: 22 October 2016
eBook ISBN: 978-3-319-18236-0Published: 07 August 2015
Edition Number: 1
Number of Pages: IX, 414
Number of Illustrations: 24 b/w illustrations, 1 illustrations in colour
Topics: Media Management, Marketing, Journalism, Media Sociology