Integrated Media Conglomerates and Cross-Media

Bernd W. Wirtz
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Bernd W. Wirtz: German University of Administrative Sciences

Chapter 14 in Media Management, 2020, pp 233-255 from Springer

Abstract: Abstract Due to the digital revolution, cross-media has become a new and important field of media management. Earlier within media management, this did not exist in such a way, because multiple utilization of channels was traditionally only used to a very small extent. In this digital age of convergence of media markets, cross-media marketing strategies are key success factors.

Date: 2020
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DOI: 10.1007/978-3-030-47913-8_14

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