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1、understandingmediaeconomicsThispageintentionallyleftblankunderstandingmediaeconomicsgilliandoyleSAGEPublicationsLondon•ThousandOaks•NewDelhi©GillianDoyle2002Firstpublished2002Apartfromanyfairdealingforthepurposesofresearchorprivatestudy,orcriticismorreview,aspermittedun
2、dertheCopyright,DesignsandPatentsAct,1988,thispublicationmaybereproduced,storedortransmittedinanyform,orbyanymeans,onlywiththepriorpermissioninwritingofthepublishers,orinthecaseofreprographicreproduction,inaccordancewiththetermsoflicencesissuedbytheCopyrightLicensingAge
3、ncy.Inquiriesconcerningreproductionoutsidethosetermsshouldbesenttothepublishers.TherightofGillianDoyletobeidentifiedastheauthorofthisworkhasbeenassertedinaccordancewithss.77and78oftheCopyright,DesignandPatentsAct,1988.SAGEPublicationsLtd6BonhillStreetLondonEC2A4PUSAGEPub
4、licationsInc2455TellerRoadThousandOaks,California91320SAGEPublicationsIndiaPvtLtd32,M-BlockMarketGreaterKailash–INewDelhi110048BritishLibraryCataloguinginPublicationDataAcataloguerecordforthisbookisavailablefromtheBritishLibraryISBN0761968741ISBN076196875X(pbk)Libraryof
5、CongressControlNumberavailableTypesetbyKeystroke,JacarandaLodge,WolverhamptonPrintedinGreatBritainbyTheCromwellPressLtd,Trowbridge,WiltshireCONTENTS1IntroductiontoMediaEconomics1Whatismediaeconomicsabout?2Macroeconomicsandmicroeconomics3Thefirmineconomictheory4Competitiv
6、emarketstructures8Marketstructureandbehaviour10Whatissospecialabouttheeconomicsofthemedia?10Keyeconomiccharacteristicsofthemedia11Economiesofscale13Economiesofscope142CorporateStrategies17Theverticalsupplychainformedia17Changingmarketstructuresandboundaries19Strategicre
7、sponsesofmediafirms21Managerialtheories24Advantagesofhorizontalexpansion25Advantagesofdiagonalexpansion30Advantagesofverticalexpansion343EconomicsofAdvertising39Theadvertisingindustry39Whydoesadvertisingtakeplace?41Arefirmsincontroloftheirownmarkets?42Informativeversusper
8、suasiveadvertising44Advertisingasabarriertomarketentry45viContentsAdvertisingandtheperformanceoftheeconomy47Th