Coverart for item
The Resource Policy and marketing strategies for digital media, edited by Yu-li Liu and Robert G. Picard

Policy and marketing strategies for digital media, edited by Yu-li Liu and Robert G. Picard

Label
Policy and marketing strategies for digital media
Title
Policy and marketing strategies for digital media
Statement of responsibility
edited by Yu-li Liu and Robert G. Picard
Contributor
Subject
Language
eng
Summary
"With digital media becoming ever more prevalent, it is essential to study policy and marketing strategies tailored to this new development. In this volume, contributors examine government policy for a range of media, including digital television, IPTV, mobile TV, and OTT TV. They also address marketing strategies that can harness the unique nature of digital media's innovation, production design, and accessibility. They draw on case studies in Asia, North America, and Europe to offer best practices for both policy and marketing strategies"--Publisher's description
Member of
Dewey number
  • 384.068/4
  • 384.0684
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1957-
http://library.link/vocab/relatedWorkOrContributorName
  • Liu, Yu-li
  • Picard, Robert G.,
Series statement
Routledge studies in new media and cyberculture
Series volume
19
http://library.link/vocab/subjectName
  • Telecommunication policy
  • Telecommunication
  • Mass media
  • Digital media
Label
Policy and marketing strategies for digital media, edited by Yu-li Liu and Robert G. Picard
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
Introduction / Yu-Li Liu and Robert G. Picard -- pt. 1. Policy issues. Digital television and switchover policies in Europe / Petros Iosifidis -- Television on the internet: challenges for audiovisual media policy in a converging media environment / Peggy Valcke and Jef Ausloos -- Making TV accessible in the 21st century / Peter Looms -- Next-generation television and the migration from channels to platforms / Rob Frieden -- New media policy: the redistribution of voice / Amit Schejter and Noam Tirosh -- pt. 2. Policy issues: country study cases. Policy implications from the changing market environment including convergence between telecommunication services and broadcasting services / Yasu Taniwaki -- Reconsidering the telecommunication and media regulatory framework in Taiwan: using the newly emerging media as examples / Yu-Li Liu -- Japan's legislative framework for telecommunications: evolution toward convergence of communications and broadcasting / Yoko Nichioka and Minoru Sugaya -- The impact of digital convergence on the regulation of new media in Korea: major issues in new media policy / Euisun Yoo and Hyangsun Lee -- Fine-tuning the competitition: the case of Singapore's cross-carriage rule in ending content exclusivity / Mabel Tan and Peng Hwa Ang -- Inverse intranet: the exceptionalism of online media policies in China / Miklos Sukosd -- pt. 3. Marketing strategies. Digital media and the roots of marketing strategy / Robert G. Picard -- Digital media, electronic commerce, and business model innovation / Richard A. Gershon -- Cross-media marketing strategies / Bernd W. Wirtz, Philipp Nitzsche, and Linda Mory -- Marketing communications with networked consumers and negotiated relationships / Edward C. Malthouse and Don Schultz -- Marketing self-branding strategies for social presence in digital media / Robert Pennington -- pt. 4. Marketing strategies: country case studies. Technology and competition in U.S. television: online versus offline / Ryland Sherman and David Waterman -- Multiscreen services: user-centric marketing strategies / Donghee Shin
Control code
ocn877772241
Extent
1 online resource (vii, 312 pages)
Form of item
online
Isbn
9781306661690
Note
Taylor & Francis
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)877772241
Label
Policy and marketing strategies for digital media, edited by Yu-li Liu and Robert G. Picard
Publication
Bibliography note
Includes bibliographical references and index
Contents
Introduction / Yu-Li Liu and Robert G. Picard -- pt. 1. Policy issues. Digital television and switchover policies in Europe / Petros Iosifidis -- Television on the internet: challenges for audiovisual media policy in a converging media environment / Peggy Valcke and Jef Ausloos -- Making TV accessible in the 21st century / Peter Looms -- Next-generation television and the migration from channels to platforms / Rob Frieden -- New media policy: the redistribution of voice / Amit Schejter and Noam Tirosh -- pt. 2. Policy issues: country study cases. Policy implications from the changing market environment including convergence between telecommunication services and broadcasting services / Yasu Taniwaki -- Reconsidering the telecommunication and media regulatory framework in Taiwan: using the newly emerging media as examples / Yu-Li Liu -- Japan's legislative framework for telecommunications: evolution toward convergence of communications and broadcasting / Yoko Nichioka and Minoru Sugaya -- The impact of digital convergence on the regulation of new media in Korea: major issues in new media policy / Euisun Yoo and Hyangsun Lee -- Fine-tuning the competitition: the case of Singapore's cross-carriage rule in ending content exclusivity / Mabel Tan and Peng Hwa Ang -- Inverse intranet: the exceptionalism of online media policies in China / Miklos Sukosd -- pt. 3. Marketing strategies. Digital media and the roots of marketing strategy / Robert G. Picard -- Digital media, electronic commerce, and business model innovation / Richard A. Gershon -- Cross-media marketing strategies / Bernd W. Wirtz, Philipp Nitzsche, and Linda Mory -- Marketing communications with networked consumers and negotiated relationships / Edward C. Malthouse and Don Schultz -- Marketing self-branding strategies for social presence in digital media / Robert Pennington -- pt. 4. Marketing strategies: country case studies. Technology and competition in U.S. television: online versus offline / Ryland Sherman and David Waterman -- Multiscreen services: user-centric marketing strategies / Donghee Shin
Control code
ocn877772241
Extent
1 online resource (vii, 312 pages)
Form of item
online
Isbn
9781306661690
Note
Taylor & Francis
Other physical details
illustrations
Specific material designation
remote
System control number
(OCoLC)877772241

Library Locations

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