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Grundlagen Der Medienbetriebslehre: Band 2: Umfelder Von Und Managementaufgaben in Medienunternehmen
Hardcover
Series: de Gruyter Studium
Publisher Price: $32.99
ISBN13: 9783111547442
Publisher: de Gruyter Oldenbourg
Published: Aug 14 2025
Pages: 565
Weight: 2.41
Height: 1.25 Width: 6.69 Depth: 9.61
Language: German
Band 2 des Lehrbuchs Grundlagen der Medienbetriebslehre ist in drei Teile gegliedert. Teil 1 erläutert die Umfelder, in die Medienunternehmen eingebettet sind, und beschreibt, welche allgemeinen und welche spezifischen Besonderheiten Medienabsatzmärkte charakterisieren. Unterschieden wird dabei zwischen Märkten, die keinen werbebestimmten Netzwerkeffekte unterliegen (Buchmarkt, Musikmarkt), denen mit schwach werbebestimmten Netzwerkeffekten (Film- und Game-Markt sowie die Paid-Content-Plattformen) und denen mit stark und sehr stark werbebestimmten Netzwerkeffekten (aktuelle Printmedien-, Rundfunk- und Social Media-Plattform-Märkte). Im Anschluss wird dargestellt, wie Geschäftsfelder aufgebaut und praktisch geplant werden. Teil 2 befasst sich mit dem Aufbau von Geschäftsmodellen und welche Besonderheiten hier zu beachten sind. In Teil 3 werden die Entscheidungsbereiche, die das strategischen Management von Medienunternehmen bestimmen, hinsichtlich ihrer spezifischen Aufgaben und Strategieoptionen erläutert. Abgerundet wird die strategische Sicht auf Medienunternehmen durch die detaillierte Vorstellung aller wichtigen Werkzeuge, derer sich das Management zur Planung und Steuerung von Medienunternehmen im Betriebsalltag bedient (ABC-, Five-Forces-, PEST-, Portfolio-, SWOT-, VRIO-Analyse etc.). Beendet wird dieser Band mit Lösungsvorschlägen zu allen Lernkontrollfragen.
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