Strategic Management in the Media: Theory to Practice

Lucy Kung in her book “Strategic Management in the Media: Theory to Practice” explores the elements and the applications of strategy in an analytical and comprehensive way. She uses examples to explain and discuss that why and how media strategic theories should be altered in different media settings. This book concentrates on media companies’ strategies and actions in response to the change of media markets, for the purpose of helping the readers to understand media companies’ choices and the reasons of their decisions in the fast changing world of media.