Media Monoliths

How Great Media Brands Thrive and Survive

Mark Tungate

260 pages, parution le 15/06/2004

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Résumé

In an increasingly cluttered media 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? Journalist and author Mark Tungate takes us behind the scenes to reveal 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.

Written in a crisp journalistic style, stuffed with facts, yet an entertaining read, Media Monoliths is the first book to provide an in-depth analysis of 20 of the world's most famous media brands. Using history, anecdotes and exclusive interviews with senior management and editors, the author attempts to identify the magic formula that has enabled a handful of media giants to dominate the global media landscape.

Media Monoliths will appeal to anybody interested in successful brands, how they are marketed and the people behind them. For all those studying or working in the media, it should be compulsory reading.

L'auteur - Mark Tungate

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Sommaire

Pt. 1 The broadcasters
- 1 CNN International
- 2 BBC World
- 3 MTV
Pt. 2 The Newspapers
- 4 The Times
- 5 Financial Times
- 6 The Wall Street Journal
- 7 International Herald Tribune
- 8 The New York Times
- 9 El Pais
- 10 Die Zeit
- 11 Corriere della Sera
- 12 Liberation
Pt. 3 The magazines
- 13 Time
- 14 National Geographic
- 15 Playboy
- 16 Paris Match
- 17 The Economist
- 18 Vogue
Pt. 4 The information providers
- 19 Reuters
- 20 Bloomberg
- Conclusion : how to build a media monolith

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Mark Tungate
Parution	15/06/2004
Nb. de pages	260
Format	16 x 24
Couverture	Relié
Poids	635g
Intérieur	Noir et Blanc
EAN13	9780749441081