Textbook:
Pages : 536;
Paperback;
210 X 275 mm approx.
Workbook:
Pages : 283; Paperback;
210 X 275 mm approx.
Chapter Code : SMC27
Textbook Price: Rs. 900;
Workbook Price: Rs. 700;
Shipping & Handling Charges: Rs. 100 per book;
Books Available only in INDIA
Media services comprise of all those channels of communication, which help to transmit information from the source to the recipient. Media may be point-to-point media or mass media. While point-to-point media transmits information on a one-to-one basis, mass media transmits information from one source to a large audience. Media services are classified into broadcasting, entertainment and print media. |
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This involves a need to understand consumers' needs, and an analysis of competitors' products and services, followed by developing products and services to match those offered by the competitor. Thereafter, it is also essential to efficiently market these products and services to reach the intended market segments and yield the targeted revenue. The marketing mix of a firm is what helps it differentiate itself from its competitors.
The marketing mix of broadcasting service firms consists of 7 elements - product, price, place, promotion, people, physical evidence and process. Several recent trends arising as a result of globalization, demographic changes, evolving financial and organizational structures, legal procedures and breakthroughs in technology, have had their impact on the broadcasting firms, both at a global as well as national level.
Some of these trends include the growth of the Internet and the online availability of media services, mergers and consolidations taking place between firms across the world, digitization of programming content and expansion in the reach of satellite services. The broadcasting industry in India, too, has not remained unaffected by the changes taking place at the global level and is yet to evolve to reach a stage of maturity.
Media Services and Broadcasting Consumer Behavior in Response to Broadcasting Services Market Segmentation in Broadcasting
Marketing Strategy of Broadcasting Firms
Marketing Mix for Broadcasting Services
Product
Price
Place Promotion People Physical Evidence Process
Recent Trends in Broadcasting
Growth of the Internet and Online Availability of Media Services Mergers and Consolidations
Digitization of Content Expansion of Reach of Satellite Services
Broadcasting Industry in India
Radio
Television