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Jingdong book

世界传播学经典教材中文版:电子媒介经营管理(第2版)

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世界传播学经典教材中文版:电子媒介经营管理(第2版)

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电子媒介产业在20世纪90年代经历了天翻地覆的变化。技术、经济、管理和社会等因素强烈地影
响着广播、电视、网络等产业的经营管理。《世界传播学经典教材(中文版):电子媒介经营管理(第2版)》旨在帮助读者了解处于不断变化之中的现代电子媒介管理世界,内容主要集中于美国国内电子媒介的经营现状,也适当介绍了一些国际性的问题。
《世界传播学经典教材(中文版):电子媒介经营管理(第2版)》共分12个章节,每一章开头部分总括本章内容,结尾部分提供了最新的案例,供读者思考和讨论。很多案例研究把读者置于电子媒介经营者的地位,并要求读者在一个决策环境中有所作为。
《世界传播学经典教材(中文版):电子媒介经营管理(第2版)》内容力求贴切、及时和易懂,目标读者为大学本科生和研究生,同时对电子媒介的管理者和从业者也大有裨益。
Author Description

艾伦·B·阿尔巴朗,美国北德克萨斯大学广播、电视和电影系主任、教授。他是传播媒介管理和媒介经济学领域的专家,并担任《媒介经济学期刊》(Journal of Media Economics)的编辑。阿尔巴朗曾在西班牙、意大利、德国、法国、英国等多国讲学,并曾就职于广播电台、电视台及咨询行业,拥有丰富的实践经验。其著作颇丰,除《电子媒介经营管理》外,还有《全球媒介经济学》(Global Medda Economics)、《无线广播业》(The Radio Broad-casting Industry)等。
Catalogue

前言
缩略语表
第1章 电子媒介管理
社会中的电子媒介概览
广播
无线电视
有线电视
电信
电子媒介管理
小结
案例研究:一次管理机会
案例研究:挑选一个新的管理人员
InfoTrac数据库大学版
参考网站
第1章参考书目
第2章 战略联盟与伙伴关系
技术力量
法规力量
全球力量
社会力量
战略联盟与电子媒介产业
对管理的启示
小结
案例研究:地方联合
案例研究:开发新市场
Info Trac数据库大学版
参考网站
第2章参考书目
第3章 管理的伦理
什么是伦理?
电子媒介中的伦理决策制定
道德决策规范
伦理准则与使命陈述
媒介管理中的伦理问题
实施一个伦理项目
小结
案例研究:与主要广告主打交道
案例研究:定义一个媒介机构的使命
案例研究:周末主播遇到了麻烦
InfoTrac数据库大学版
参考网站
第3章参考书目
第4章 管理理论
第5章 财务管理
第6章 人事管理
第7章 理解市场和受众
第8章 节目设计与运营:战略与发行
第9章 市场营销
第10章 新闻与新闻管理
第11章 政策影响与电子媒介管理
第12章 因特网与电子媒介管理
英汉词汇表
索引

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