Understanding Media Economics provides a clear, precise introduction to the key economic concepts and issues affecting the media.
The book: explains the fundamental concepts relevant to the study of media economics; considers the key industrial questions facing the media industries today; relates economic theory to business practice; covers a wide range of media activity - advertising, television, film, print media, and new media; and looks at the impact of economics on public policy.
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Gillian Doyle is Professor of Media Economics and Director of the Centre for Cultural Policy Research (CCPR) at the University of Glasgow where she runs the MSc in Media Management programme.Review:
`This book provides an extremely well written and informative introduction to the subject of media economics, characterized by clarity in the explanation of concepts or frameworks and by a balanced discussion for the respective positions in areas of debate′ - Paul MacDonald, Roehampton Institute
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Book Description SAGE Publications Ltd, 2002. Paperback. Book Condition: New. Bookseller Inventory # DADAX076196875X