Media Management and Economics Research in a Transmedia Environment [Paperback]

This landmark work centers on media management and economics within a diverse, international, historical and constantly changing environment. The chapters herein reflect the current state of research and present directions for future study. Developed at the 2012 Research Symposium in conjunction with the annual convention of the Broadcast Education Association, it represents the most current theory and research in the area.

Alan B. Albarran is professor of media and the director of the Center for Spanish Language Media at The University of North Texas. He has extensive experience as an editor and author and is widely recognized as an international scholar in the area of media management and economics. He is former editor of the Journal of Media Economics and the International Journal for Media Management.Foreword: Dr. Don Godfrey, Chair, BEA Research Committee, Arizona State University Introduction: Alan B. Albarran, University of North Texas Section I: Media Management and Economics Research from Senior Scholars Chapter 1: Alan B. Albarran, University of North Texas. Media Management and Economics Research: The First 75 Years. Chapter 2: Michael O. Wirth, University of Tennessee and Ron Rizzuto, University of Denver. Future Prospects for Cable Telecommunications in an Over the Top World. Chapter 3: Richard A. Gershon, Western Michigan University. Innovation Failure: A Case Study Analysis of Eastman Kodak and Blockbuster Video. Section II: MME Research from Junior Scholars Chapter 4: J. Sonia Huang, National Chiao Tung University & Wei-Ching Wang, National Taiean Normal University. Application of the Long Tail Economy in the Online News Market in Taiwan: Civic Participation Matters. Chapter 5: Jiyoung Cha, University of North Texas. Order of Market Entry: Examining First Mover Advantages Among Social Networking Sites. Chapter 6: Rachel Davis Mersey, Northwestern University. An Argument for News Media Managers tol$