An edition of Media product portfolios
(2005)
Media product portfolios
issues in management of multiple products and services
by Robert G. Picard
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"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.
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Previews available in: English
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Table of Contents
The nature of media product portfolios / Robert G. Picard
Product portfolios, diversification, and sustainability of media firms / H.L. (Hans) Kranenburg
Media portfolio development / Leona Achtenhagen
Strategic leadership and media portfolio development / Ethel Brundin and Leif Melin
Clustering media operations / Hugh J. Martin
Product platforms for the media industry / Thomas Hess
Cross-promotion and branding of media product portfolios / Maria Norbäck
Strategic direction and control of portfolios / Mart Ots
Issues and strategies in managing product portfolios across borders and cultures / Min Hang
Portfolio internationalization / Annette Risberg and Leif Melin.
Edition Notes
Includes bibliographical references and index.
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