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In an increasingly cluttered media landscape, an elite group of brands stands out: newspapers, magazines and broadcasters with longevity, power, and instant brand recognition. Over decades - and often centuries - they have consolidated their positions against fierce competition, the rise and fall of the global economy and the emergence of the Internet. How have they succeeded? What marketing strategies have enabled them to thrive and survive in such a spectacular fashion? Can they maintain their seemingly impregnable status in the new century? Journalist and author Mark Tungate takes us behind the scenes, revealing what it takes to be a great media brand. For the first time, we are given a rare insight into this fascinating world, and its key movers and shakers.

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Book Details

ISBN: 9780749444785
ISBN-10: 0749444789
Format: Paperback
(233mm x 151mm x 18mm)
Pages: 272
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Oct-2005
Country of Publication: United Kingdom

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Author Biography - Mark Tungate

Mark Tungate is a British journalist based in Paris. Specialising in media and communication, he has a weekly column in the French media magazine Strategies, and writes regularly for such magazines as Campaign and Advertising Age. He covers travel and lifestyle for CNN Traveller and Travel & Leisure. The editor of The Epica Book, a review of the best European advertising, he has co-written the books Business Superbrands, Consumer Superbrands, and Cool Brand Leaders. His forthcoming book Fashion Brands, is published by Kogan Page in spring 2005.

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