TY  - BOOK
AU  - Picard,Robert G.
TI  - Media product portfolios: issues in management of multiple products and services 
SN  - 0805855890 (alk. paper)
AV  - P 96 M489 2005
U1  - 302.23/068 22
PY  - 2005///
CY  - Mahwah, NJ
PB  - Lawrence Erlbaum
KW  - Mass media
KW  - Management
KW  - Economic aspects
N1  - Includes bibliographical references and index; The nature of media product portfolios / Robert G. Picard -- Product portfolios, diversification, and sustainability of media firms / H.L. (Hans) Kranenburg -- Media portfolio development / Leona Achtenhagen -- Strategic leadership and media portfolio development / Ethel Brundin and Leif Melin -- Clustering media operations / Hugh J. Martin -- Product platforms for the media industry / Thomas Hess -- Cross-promotion and branding of media product portfolios / Maria Norbäck -- Strategic direction and control of portfolios / Mart Ots -- Issues and strategies in managing product portfolios across borders and cultures / Min Hang -- Portfolio internationalization / Annette Risberg and Leif Melin
UR  - http://www.loc.gov/catdir/enhancements/fy0623/2005040134-d.html
ER  -