Media and Digital Management

Being a successful manager or entrepreneur requires creativity, innovation, and performance. However, it also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sectors. Its chapters cover—in a jargonless, non-technical way—the major management functions. First, creating a product: financing projects, managing technology, HRM, production, intellectual assets, and government relations. Second, harvesting the product created: market research, marketing, pricing, and distribution. A third section is the control loop: media accounting, and the strategy process. This approach goes beyond the industry-by-industry organization approach to center discussions around business functions.