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Home > Business and Economics Books > Business and Management > Business competition > Media Competition and Coexistence: The Theory of the Niche(Routledge Communication Series)
Media Competition and Coexistence: The Theory of the Niche(Routledge Communication Series)

Media Competition and Coexistence: The Theory of the Niche(Routledge Communication Series)


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About the Book

This volume addresses competition and coexistence within and among media organizations and industries. The work is situated in the field of media economics and management and the central question underlying the theory and data presented is: how is it that media firms, as well as entire industries exist and persist over time despite what often seems to be intense competition for resources, such as audiences and advertisers? The question is answered using a bioecological theory - the theory of the niche - to explain competitive processes. Despite the focus on the niche theory, the book does not eschew traditional economics and each chapter incorporates relevant economic constructs into the analytic framework. This ranges from the use of the notion of economics of scale to explain selection and firm mortality in newspapers and movie theatres, to the use of concept as transaction costs to explicate the rise of advertising agencies, to employing the concept of strategic group in analyzing the niche breadth strategy, to the measurement of gratifications-utilities. This book offers insights for scholars and practitioners in media economics, management and business.

Table of Contents:

Contents: Preface. Competition Within Industries: Sociocultural Evolution. The Theory of the Niche. Competition for Advertising. The Niche and the Strategic Group: The Niche-Breadth Strategy. The Gratification-Utility Niche. Further Aspects of Competition and Coexistence. The Community Level: Niche Difference, Coexistence, and Complexity.


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Product Details
  • ISBN-13: 9780805837872
  • Publisher: Taylor & Francis Inc
  • Publisher Imprint: Routledge
  • Height: 229 mm
  • No of Pages: 158
  • Sub Title: The Theory of the Niche
  • Width: 152 mm
  • ISBN-10: 0805837876
  • Publisher Date: 01 Sep 2002
  • Binding: Hardback
  • Language: English
  • Series Title: Routledge Communication Series
  • Weight: 431 gr


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