Thursday, June 12, 2008

'Evaporating' mass markets

Book Mark
Strategic Management in the Media: Theory to Practice
Lucy Küng
( http://www.sagepublications.com/)

Forget the ‘mass’

The contours, sector trajectories and boundaries of the media industry are increasingly hard to make out due to the extraordinary level of change that has taken place over the last 30 years, observes Lucy Küng in Strategic Manageme nt in the Media: Theory to Practice.

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