MACMILLAN Media and Digital Management

Product Description Being a successful manager or entrepreneur in the media and digital sector requires creativity, innovation, and performance. It also requires an understanding of the principles and tools of management. Aimed at the college market, this book is a short, foundational volume on media management. It summarizes the major dimensions of a business school curriculum and applies them to the entire media, media-tech, and digital sector. Its chapters cover―in a jargonless, non-technical way―the major functions of management. First, creating a media product: the financing of projects, and the management of technology, HR, production operations, intellectual assets, and government relations. Second, harvesting the product created: market research, marketing, pricing, and distribution. And third, the control loop: media accounting and strategy planning. In the process, this book becomes an indispensable resource for those aiming for a career in the media and digital field, both in startups and established organizations. This book is designed to help those aiming to join the media and digital sector to become creative managers and managerial creatives. It aims to make them more knowledgeable, less blinded by hype, more effective, and more responsible. Review   Review “Existing approaches to understanding the media business focus on specific industries such as television, or on specific functions such as marketing. The economic, substantive and geographic convergence that define the current information environment require a new and more integrated approach to its study and practice. Managing Media and Digital Organizations (intended for graduate students and professionals) and its companion, Media and Digital Management (aimed at undergraduates), provide just such an approach. Applying the core components of a business curriculum to the 21st century media and information sector, these texts provide excellent and accessible foundations for understanding what is – and what is not – unique about managing media and digital organizations.” (Michael X. Delli Carpini, Professor and fmr. Dean, Annenberg School of Communication, University of Pennsylvania) “In a word, "comprehensive!" Data and insights on every page.” (Vint Cerf, Chief Internet Evangelist, Google, and a “Father of the Internet”) “Media businesses are hugely different from enterprises: they depend more on magic than on machines, more on intellectual property than tangible goods, more on psychology than physics. But the alchemy that permits storytelling to turn a profit has long gone without the analysis that it deserves. Until now. Eli Noam, a prolific writer and policy maven on information, communication and technology issues, has produced a management guide that is required reading for media business managers, investors, and students. Those who want to rule in the multiple media kingdoms and survive its never-ending games of thrones need Noam’s book.” (Reed Hundt, author of “A Crisis Wasted: Obama’s Defining Decisions,” and former Chairman of the Federal Communications Commission (FCC)) “Management, while a humanist art informed by values-based leadership, has a required analytical infrastructure of strategy, return on capital metrics, organizational skill sets and the understanding and application of advanced and advancing technology. Why should media companies stand outside the practice and power of fundamental business principles and occupy a separate societal domain without recourse to solid college and professional textbook education? The answer is contained in the extensive two new books by Professor Eli Noam, whose remarkable body of work has covered the fast paced development of media enterprises and start-ups from every perspective during the same period that parallels my own media history. He is a respected authority and an amazing scholar.” (Gerald Levin, former CEO, Time Warner) “Eli Noam is a pioneer and global thought