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Integratives Medienmanagement
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Die gewachsenen und tradierten Strukturen, Handlungskonzepte und Verhaltensweisen in der Medienwirtschaft werden durch die gegenwrtigen umfassenden Vernderungen und den tiefgreifenden Wandel fragmentiert. Auf Basis einer markt-, ressourcen- und wertschpfungsbezogenen Perspektive entwickelt Bernd Eggers zahlreiche Gestaltungsempfehlungen fr die Steuerung und Gestaltung von Medienunternehmungen. Speziell fr Buch- und Zeitschriftenverlage prsentiert er mit der Publisher Value Development Scorecard ein praxisbezogenes Instrument, das Grundlage eines verlagsspezifischen Entwicklungs- und Implementierungsweges sein kann. An Hand von Fallstudien ber Bertelsmann, Gruner+Jahr, FAZ und die Schltersche Verlagsgesellschaft werden Erfolgsfaktoren des Medienmanagements aufgezeigt.
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