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Books > Business & Economics > Business & management > Business competition
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Media Competition and Coexistence - The Theory of the Niche (Hardcover)
Loot Price: R4,293
Discovery Miles 42 930
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Media Competition and Coexistence - The Theory of the Niche (Hardcover)
Series: Routledge Communication Series
Expected to ship within 12 - 17 working days
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This volume considers how media firms, as well as entire
industries, exist and persist over time despite what often seems to
be intense competition for such resources as audiences and
advertisers. Addressing competition within and among media
organizations and industries, including broadcasting, cable, and
the Internet, author John W. Dimmick studies the media industries
through the niche theory lens, developed by bioecologists to
explain competition and coexistence. He examines the targets of the
different media--audience, advertisers, money--and how they
compete, using examples from a variety of studies.
Each chapter incorporates relevant economic constructs into the
analytic framework. This approach includes the use of economics of
scale to explain selection and firm mortality in newspapers and
movie theaters; the application of the transaction costs concept to
explicate the rise of advertising agencies; the employment of the
strategic group concept in analyzing the niche breadth strategy;
and the measurement of gratifications-utilities.
A comprehensive overview of the determinants of media competition
and coexistence, "Media Competition and Coexistence: The Theory of
the Niche" offers unique insights for scholars, students,
researchers, and practitioners in media economics, management, and
business.
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