Doyle, Gillian.
Understanding media economics / Gillian Doyle. - London ; Thousand Oaks, Calif. : Sage, 2010. - vii, 184 p. : ill. ; 25 cm.
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. Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.
0761968741 076196875X (pbk.)
2004301355
Mass media--Economic aspects.
338.4/730223
Understanding media economics / Gillian Doyle. - London ; Thousand Oaks, Calif. : Sage, 2010. - vii, 184 p. : ill. ; 25 cm.
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. Understanding Media Economics offers a stimulating perspective on the contemporary media environment. This book will be an essential purchase for all students of the media and mass communication.
0761968741 076196875X (pbk.)
2004301355
Mass media--Economic aspects.
338.4/730223