Medienmanagement

This textbook deals with the research field of media management, focusing on the strategic and operational management of media companies. It summarises the topic in a very compact, concrete and practice-oriented way, purely from a business research perspective. The most important aspects of the field are consistently illustrated with examples from case companies from the TV and online video market (e.g. ProSiebenSat.1 Media, RTL Group, Alphabet). In particular, the advertising market is included in a detailed and practice-oriented way. In this context, the essential revenue model of advertising financing and the question of how the selling of advertising time and advertising space is carried out, which is often not adequately considered in existing textbooks, are presented with a strong practical focus.