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Effective HR Communication
by Debra CoreyIn today's competitive environment where we are doing everything we can to compete for talent, effective communication ensures we are showcasing our HR programmes in a way which will help us attract, retain and engage talent. Whether introducing new HR programmes or re-launching existing ones, communications help us deliver the key messages so that employees understand, appreciate and action them to meet our HR and business objectives. Effective HR Communication is a practical guide to develop and deliver effective communication campaigns, ensuring that teams have the knowledge, skills and tools to achieve the desired objectives. Effective HR Communication introduces a six-step 'IMPACT' model to explain and demonstrate the critical steps to be followed when developing a communications campaign. This includes steps such as understanding the communication needs and requirements of employees, developing the most robust objectives, selecting and developing the appropriate medium, planning a campaign in an effective manner, leveraging the support of business partners, developing effective communications content, and measuring the success of the campaign. Using a combination of theory, examples, tips and tools from leading experts, this book provides practical information which can easily be used to create effective and impactful communications. Case studies from leading organisations such as BT, LV=, Merlin Entertainments and Reward Gateway are included to further illustrate how communication has been done effectively.
Effective Management Teams and Organizational Behavior: A Research-Based Model for Team Development (Routledge Studies in Management, Organizations and Society)
by Henning Bang Thomas Nesset MidelfartMost contemporary organizations use management teams to manage and coordinate their businesses at all levels of the organizational hierarchy. Management teams typically set overall goals, strategies, and priorities, making vital organizational decisions. They discuss issues, solve problems, offer advice, and ensure various processes and units are aligned and interact efficiently. Although management teams are vital for overall organizational performance, research indicates that they are largely underused and less effective than their potential would suggest for value creation. This book provides a research-based and practical model of the characteristics of effective management teams. It looks in depth at each factor of the model, discusses the supporting research, provides examples of how the factors influence the work and effectiveness of management teams, and shares tips and tools for successfully working with management team development. It provides researchers, academics, and students of organizational behavior with an overview of the variables that empirical research has found to be robustly related to management team effectiveness and will enable leaders and management consultants to develop more effective management teams.
The Effective Manager
by Mark HorstmanThe how-to guide for exceptional management from the bottom up The Effective Manager is a hands-on practical guide to great management at every level. Written by the man behind Manager Tools, the world's number-one business podcast, this book distills the author's 25 years of management training expertise into clear, actionable steps to start taking today. First, you'll identify what "effective management" actually looks like: can you get the job done at a high level? Do you attract and retain top talent without burning them out? Then you'll dig into the four critical behaviors that make a manager great, and learn how to adjust your own behavior to be the leader your team needs. You'll learn the four major tools that should be a part of every manager's repertoire, how to use them, and even how to introduce them to the team in a productive, non-disruptive way. Most management books are written for CEOs and geared toward improving corporate management, but this book is expressly aimed at managers of any level—with a behavioral framework designed to be tailored to your team's specific needs. Understand your team's strengths, weaknesses, and goals in a meaningful way Stop limiting feedback to when something goes wrong Motivate your people to continuous improvement Spread the work around and let people stretch their skills Effective managers are good at the job and "good at people." The key is combining those skills to foster your team's development, get better and better results, and maintain a culture of positive productivity. The Effective Manager shows you how to turn good into great with clear, actionable, expert guidance.
Effective NLP Skills
by Richard Youell Christina YouellNeuro Linguistic Programming (NLP) is one of the most powerful communication tools available. It helps you understand what makes people tick, helps you to influence and persuade people and gives you an insight into what really happens when we communicate. Effective NLP Skills, 2nd edition, covers all the NLP models, tools, skills and behaviours you need, and teaches you how to channel this knowledge into improving your performance at work. You will discover how to manage yourself and others, how to use language to get what you want, outcome thinking, how to build rapport and how to motivate others. With crucial insight into the workings of the brain and essential techniques to enhance your learning, Effective NLP Skills is for anyone who wants to utilise the NLP model to get ahead in their career.
Effective Programs for Treating Autism Spectrum Disorder: Applied Behavior Analysis Models
by Betty Fry Williams Randy Lee WilliamsEffective Programs for Treating Autism Spectrum Disorder is written for teachers, parents, and the many service providers who work with individuals with autism spectrum disorder (ASD). Part one reviews the characteristics of ASD, summarizes major theories and research findings regarding cause(s) of ASD, and discusses the most popular treatment claims, examining each approach's scientific base and value. Part two provides an informative overview of applied behavior analysis, focusing on the principles of learning and basic procedures based upon those principles. These two parts provide a foundation for understanding the strategies implemented by the outstanding treatment programs described in Part three. The eight models described in Part three represent comprehensive, evidence-based programs for the treatment of persons with ASD, from infancy through adulthood. Programs reviewed include the Lovaas Institute, Koegel Center, Strategic Teaching and Reinforcement Systems (STARS), Project DATA, New England Children's Center, May Institute, Princeton Child Development Institute, and Judge Rotenberg Center. Strategies explained include intensive early behavioral intervention, Pivotal Response Training, verbal behavior, script fading, social stories, visual activity schedules, functional analysis, the Picture Exchange Communication System, and the Family-Teaching Model.
Effective Public Relations And Media Strategy
by C. V. NarasimhaThe author with over five decades of professional and academic experience has considerably revised and updated every chapter of the book to present, contemporary diverse public relations and media practices. As a result, the new edition contains the best of previous editions and at the same time replaces all the dated material with new figures and advanced information. Subjects like Mass Communication, Public Relations, Journalism, Advertising, Media Studies, Event Management, PR 2.0 New Model and eight case studies including Mahatma Gandhi World's Greatest Communicator - all in one make this edition truly unique and the only textbook of this type in India. The other key topics that have been given attention in the book include PR as a Strategic Management Function; Communication Models: History of Indian PR; Standards and Ethics in PR; Corporate Communications; PR in Government, Public Sector and NGOs; Global PR; Internet and Social Media; Multimedia PR Campaign and PR into the Future. Learning Tools Students learning tools such as Chapter Opening Preview, Relevant Case Problems in the Text, End of the Chapter Summary for quick understanding, Review Questions for practice, the Glossary and traits needed for success in PR career are added value to this edition. The text is a must read for every student, faculty and practitioners of Mass Communication, Media Relations, Journalism, PR & Advertising and all management disciplines.
Effective Publications Management: Keeping Print Communications on Time, on Budget, on Message
by Cathy Connor LipsMaster the details of creating, contracting, and overseeing print materials, and make your communication projects-annual reports, brochures, newsletters, and other publications-run smoothly.Each chapter is dedicated to a different phase of the process. Topics include determining your communication needs, educating clients, creating proposals, planning schedules and budgets, hiring a creative team, selecting printers, and much more. Award-winning creative directors, art directors, designers, editors, and consultants share their publications-management strategies and exemplary work. Sample project schedules, budgets, and vendor contracts are provided.- One phase of the publication process per chapter - Ideal for professionals in corporate and nonprofit communications and marketing, for graphic designers, and for design and business students - Great reference for anyone creating or overseeing any type of print publication, novices as well as seasoned professionals who can benefit from industry experts knowledge - 58 color images plus 18 sample schedules, budgets, contracts, and more!
The Effective Teacher's Guide to Autism and Communication Difficulties: Practical strategies (The\effective Teacher's Guides)
by Michael FarrellIn this welcome second edition of The Effective Teacher‘s Guide to Autism and Communication Difficulties, best-selling author Michael Farrell addresses how teachers and others can develop provision for students with autism and students that have difficulties with speech, grammar, meaning, use of language and comprehension. Updated and expanded, thi
Effective UI: The Art of Building Great User Experience in Software
by Jonathan Anderson John Mcree Robb Wilson The EffectiveUI TeamPeople expect effortless, engaging interaction with desktop and web applications, but producing software that generates enjoyable user experiences is much harder than many companies anticipate. With Effective UI, you'll learn proven user-experience strategies that will satisfy your clients and customers, drive business value, and increase brand strength. This book shows you how to capture the collaborative and cooperative spirit among designers, engineers, and management required for building engaging software. You'll also learn valuable methods for maintaining focus throughout the process -- whether you're a product manager who needs a clear roadmap, a developer or designer looking for guidance and advocacy, or a businessperson who wants to understand and manage user-experience software initiatives. Learn how to build software that will:Generate engaging and interactive experiences between consumers and businesses, or between businesspeople and their information systems Account for how people work with, think about, and consume information Establish a richer means of collaboration and communication Reduce frustration by streamlining complex tasks and creating processes that are more intuitive Distinguish products, services, and brands to create a competitive advantage Create scalable systems that adapt to changing user needs and behaviors
Effective Writing in the Public Sector
by John W. Swain Kathleen Dolan SwainIntended for both students and practitioners in public administration who want to communicate more effectively with a variety of audiences, this book offers clear, easy-to-understand guidelines on how to write more clearly, concisely, and coherently, as well as correctly. It covers the basics of good English and applies those basics to general forms (such as memos, letters, and e-mails) and more specific forms (such as newsletters, proposals, budget justifications, and rules) used in the public sector.
Effects of Data Overload on User Quality of Experience (EAI/Springer Innovations in Communication and Computing)
by Josephina Antoniou Orestis TringidesThis book introduces a unique perspective on the use of data from popular emerging technologies and the effect on user quality of experience (QoE). The term data is first refined into specific types of data such as financial data, personal data, public data, context data, generated data, and the popular big data. The book focuses the responsible use of data, with consideration to ethics and wellbeing, in each setting. The specific nuances of different technologies bring forth interesting case studies, which the book breaks down into mathematical models so they can be analyzed and used as powerful tools. Overall, this perspective on the use of data from popular emerging technologies and the resulting QoE analysis will greatly benefit researchers, educators and students in fields related to ICT studies, especially where there is additional interest in ethics and wellbeing, user experience, data management, and their link to emerging technologies.
Effects of Service-Learning in Foreign and Second Language Courses
by Christine E. PoteauThis edited volume brings together several original studies that critically examine the quantitative and qualitative effects of service-learning (SL) on foreign and second language learning, and its impact on communities, learners, pre-service teacher candidates, and faculty-researchers. The book focuses on two key aspects: Innovative SL methodologies that seek to develop linguistic and cultural competencies and empirical investigations on the SL effects on all stakeholders. The analysis presented provides a unique insight into the challenges and future directions of SL research, pedagogical assessment, and community impact.
The Effects of Technology and Institutions on E-Participation: A Cross-National Analysis (Routledge Research in Public Administration and Public Policy)
by Pragati Rawat John C. MorrisIn this book Pragati Rawat and John C. Morris identify and evaluate the impact of factors that can help explain the difference in e-participation, public participation using information and communication technology, in different countries. While cross-sectional studies have been covered, few have taken an in-depth look at cross-national studies. This book attempts to fill the gap using quantitative panel data to explore the influence of technology and institutions, and the impact of their complex relationships in a mediation and moderation analysis, on e-participation. The current study reviews the scholarly work in the field of “offline” and “online participation” to identify a set of antecedents that influence e-participation. A conceptual framework is developed, supported by the theories from the public policy and socio-technical premise. The authors utilize secondary data, primarily from the UN and World Economic Forum, for 143 countries from three waves of surveys to measure the dependent and explanatory variables. The panel data is statistically analyzed and findings reveal the role of technology as a mediator as well as a moderator for institutions’ impact on e-participation. The Effects of Technology and Institutions on E-Participation provides a groundbreaking country-level analysis that will appeal to academics and students of e-government and Digital Government, Public Policy, Public Administration, Public Sector Innovation, and Public Participation.
The Effects of Traffic Structure on Application and Network Performance
by Kevin Jeffay Jay Aikat F. Donelson SmithOver the past three decades, the Internet's rapid growth has spurred the development of new applications in mobile computing, digital music, online video, gaming and social networks. These applications rely heavily upon various underlying network protocols and mechanisms to enable, maintain and enhance their Internet functionality The Effects of Traffic Structure on Application and Network Performance provides the necessary tools for maximizing the network efficiency of any Internet application, and presents ground-breaking research that will influence how these applications are built in the future. The book outlines how to design and run all types of networking experiments, and establishes the best practices in synthetic traffic generation for current and future researchers and practitioners to follow. It addresses some basic concepts and methods of traffic generation, but also details extensive empirical research in testing and evaluating network protocols and applications within a laboratory setting. The Effects of Traffic Structure on Application and Network Performance is designed as a reference book for networking professionals who must design, plan, test and evaluate their networks. Advanced-level students and researchers in computer science and engineering will find this book valuable as well
Efficiency Best Practices for Microsoft 365: Discover ways to improve your efficiency and save time using M365 applications
by Dr. Nitin ParanjapeA practical guide to working with Microsoft 365 apps such as Office, Teams, Excel, and Power BI for automating tasks and managing projects effectivelyKey FeaturesLearn how to save time while using M365 apps from Microsoft productivity expert Dr. Nitin ParanjapeDiscover smarter ways to work with over 20 M365 apps to enhance your efficiencyUse Microsoft 365 tools to automate repetitive tasks without codingBook DescriptionEfficiency Best Practices for Microsoft 365 covers the entire range of over 25 desktop and mobile applications on the Microsoft 365 platform. This book will provide simple, immediately usable, and authoritative guidance to help you save at least 20 minutes every day, advance in your career, and achieve business growth.You'll start by covering components and tasks such as creating and storing files and then move on to data management and data analysis. As you progress through the chapters, you'll learn how to manage, monitor, and execute your tasks efficiently, focusing on creating a master task list, linking notes to meetings, and more. The book also guides you through handling projects involving many people and external contractors/agencies; you'll explore effective email communication, meeting management, and open collaboration across the organization. You'll also learn how to automate different repetitive tasks quickly and easily, even if you're not a programmer, transforming the way you import, clean, and analyze data.By the end of this Microsoft 365 book, you'll have gained the skills you need to improve efficiency with the help of expert tips and techniques for using M365 apps.What you will learnUnderstand how different MS 365 tools, such as Office desktop, Teams, Power BI, Lists, and OneDrive, can increase work efficiencyIdentify time-consuming processes and understand how to work through them more efficientlyCreate professional documents quickly with minimal effortWork across multiple teams, meetings, and projects without email overloadAutomate mundane, repetitive, and time-consuming manual workManage work, delegation, execution, and project managementWho this book is forIf you use Microsoft 365, including MS Office 365, on a regular basis and want to learn about the features that can help improve your efficiency, this book is for you. You do not require any specialized knowledge to get started.
Efficient Data Handling for Massive Internet of Medical Things: Healthcare Data Analytics (Internet of Things)
by Chinmay Chakraborty Uttam Ghosh Vinayakumar Ravi Yogesh ShelkeThis book focuses on recent advances and different research areas in multi-modal data fusion under healthcare informatics and seeks out theoretical, methodological, well-established and validated empirical work dealing with these different topics. This book brings together the latest industrial and academic progress, research, and development efforts within the rapidly maturing health informatics ecosystem. Contributions highlight emerging data fusion topics that support prospective healthcare applications. The book also presents various technologies and concerns regarding energy aware and secure sensors and how they can reduce energy consumption in health care applications. It also discusses the life cycle of sensor devices and protocols with the help of energy-aware design, production, and utilization, as well as the Internet of Things technologies such as tags, sensors, sensing networks, and Internet technologies. In a nutshell, this book gives a comprehensive overview of the state-of-the-art theories and techniques for massive data handling and access in medical data and smart health in IoT, and provides useful guidelines for the design of massive Internet of Medical Things.
Efficient Nonlinear Adaptive Filters: Design, Analysis and Applications
by Haiquan Zhao Badong ChenThis book presents the design, analysis, and application of nonlinear adaptive filters with the goal of improving efficient performance (ie the convergence speed, steady-state error, and computational complexity). The authors present a nonlinear adaptive filter, which is an important part of nonlinear system and digital signal processing and can be applied to diverse fields such as communications, control power system, radar sonar, etc. The authors also present an efficient nonlinear filter model and robust adaptive filtering algorithm based on the local cost function of optimal criterion to overcome non-Gaussian noise interference. The authors show how these achievements provide new theories and methods for robust adaptive filtering of nonlinear and non-Gaussian systems. The book is written for the scientist and engineer who are not necessarily an expert in the specific nonlinear filtering field but who want to learn about the current research and application. The book is also written to accompany a graduate/PhD course in the area of nonlinear system and adaptive signal processing.
Effiziente Krisenkommunikation – transparent und authentisch: Wie Kommunikation in extremen Situationen heute aussehen muss, um Organisationen zukunftsfähig zu machen
by Susanne Bachmann Anabel Ternès von HattburgDieses Buch erklärt anhand konkreter Beispiele das Entstehen einer Krise, wie man ihr vorbeugen und wie man sie zum eigenen Vorteil bzw. zum Vorteil des Unternehmens nutzen kann. Die Autorinnen erläutern, wie man sich mit Krisenpotenzialen auseinandersetzt und sich darauf vorbereitet, im Fall einer Krise oder eines Shitstorms transparent und authentisch zu handeln. Praktische Checklisten sowie Tipps und Tricks unter Berücksichtigung der neuesten technologischen Möglichkeiten ergänzen das Buch. Die 2. Auflage wurde überarbeitet und erweitert. Neben einem Geleitwort der ehemaligen Marketingchefin der Deutschen Bahn, Antje Neubauer, sind Kapitel zu den Themen „Kommunikation in der Corona-Krise“ und „virtuelle Meetings“ hinzugekommen sowie ein Interview mit dem international renommierten Krisenmanager Uwe Wolff.
eGirls, eCitizens: Putting Technology, Theory and Policy into Dialogue with Girls’ and Young Women’s Voices (Law, Technology and Media)
by Jane Bailey and Valerie SteeveseGirls, eCitizens is a landmark work that explores the many forces that shape girls’ and young women’s experiences of privacy, identity, and equality in our digitally networked society. Drawing on the multi-disciplinary expertise of a remarkable team of leading Canadian and international scholars, as well as Canada’s foremost digital literacy organization, MediaSmarts, this collection presents the complex realities of digitized communications for girls and young women as revealed through the findings of The eGirls Project (www.egirlsproject.ca) and other important research initiatives. Aimed at moving dialogues on scholarship and policy around girls and technology away from established binaries of good vs bad, or risk vs opportunity, these seminal contributions explore the interplay of factors that shape online environments characterized by a gendered gaze and too often punctuated by sexualized violence. Perhaps most importantly, this collection offers first-hand perspectives collected from girls and young women themselves, providing a unique window on what it is to be a girl in today’s digitized society.
eHealth Applications: Promising Strategies for Behavior Change (Routledge Communication Series)
by Seth M. Noar Nancy Grant HarringtoneHealth Applications: Promising Strategies for Behavior Change provides an overview of technological applications in contemporary health communication research, exploring the history and current uses of eHealth applications in disease prevention and management. This volume focuses on the use of these technology-based interventions for public health promotion and explores the rapid growth of an innovative interdisciplinary field. The chapters in this work discuss key eHealth applications by presenting research examining a variety of technology-based applications. Authors Seth M. Noar and Nancy Grant Harrington summarize the latest in eHealth research, including a range of computer, Internet, and mobile applications, and offer observations and reflections on this growing area, such as dissemination of programs and future directions for the study of interactive health communication and eHealth. Providing a timely and comprehensive review of current tools for health communication, eHealth Applications is a must-read for scholars, students, and researchers in health communication, public health, and health education.
EIL Education for the Expanding Circle: A Japanese Model (Routledge Studies in World Englishes)
by Nobuyuki HinoThe teaching of English in the Expanding Circle, traditionally called EFL countries, has long been regarded as having no choice but to follow Inner Circle or Anglo-American norms, both in pedagogy and language models. This situation is in sharp contrast with that of the Outer Circle, or ESL countries, where the WE (World Englishes) paradigm, coupled with post-colonialism, has liberated the users of indigenous Englishes from the norms of Anglophone native speakers. Employing. Japan as a primary sample, this book proposes a new paradigm of EIL (English as an International Language) education, by integrating relevant paradigms such as WE and ELF (English as a Lingua Franca), which enables users of English from the Expanding Circle to represent their own voices in international communication.. Various examples of actual classroom practice in EIL are also presented, bridging the longstanding gap between theory and practice in this field.
Ein Überblick zu Events im Zeitalter von Social Media (essentials)
by Cornelia ZangerDie explosionsartige Entwicklung der digitalen Vernetzung hat auch dieKommunikationspolitik von Unternehmen verändert. Social-Media-Kommunikation beeinflusst das Eventmarketing und bietet ein großes Potenzial für die Verbindung von multisensualen Erlebnissen mit einer Erhöhung der Reichweite von Events. Nach dem Grad der Intensität der Verbindung von realen Events und Social Media sind verschiedene Eventtypen zu ermitteln. Im Beitrag werden sowohl virtuelle Events im engeren Sinne als auch sogenannte hybride Events, bei denen reale Events mit Social-Media-Elementen verbunden sind, betrachtet.
Einblick: Potenziale und Perspektiven im Kontext von Nähe und Distanz (Designforschung – Designwissenschaft - Designtheorie)
by Tobias HeldDer Band beschäftigt sich mit der Erforschung sozio-interaktiver Potentiale der Videotelefonie im Kontext von Nähe und Verbundenheit mit Fokus auf dem Eigenbild sowie dem Rederechtswechsel. Die Videotelefonie als Kommunikationsform hat sich – und darauf deuten die Erfahrungen der Covid-19-Pandemie hin – im lebensweltlichen Alltag der Menschen etabliert und wird dort in naher Zukunft nicht mehr wegzudenken sein. Auf Basis ihrer Möglichkeiten und Errungenschaften ist es inzwischen Realität und Lebenswirklichkeit, dass die Kommunikation sowohl im privaten als auch im geschäftlichen Kontext mittels verschiedenster Kanäle stattfindet. Der Videotelefonie kommt hierbei als solche nicht nur eine tragende Funktion, sondern auch eine herausragende Rolle bei der vermeintlichen Reproduktion der Face-to-Face-Kommunikation im digitalen Raum zu und wird wie selbstverständlich zum zwischenmenschlichen Austausch genutzt. Just an diesem Punkt knüpft die Forschungsarbeit an. Zentral stand dabei das Vorhaben einer dezidierte Untersuchung des Forschungsgegenstandes Videotelefonie, sowohl aus Kultur- als auch Technikhistorischer, aber auch Medien-, Wahrnehmungs- wie Kommunikations- theoretischer Perspektive, indem analytische und phänosemiotische Perspektiven miteinander in Beziehung gesetzt werden (z.B. Wahrnehmungsbedingungen, Interaktionsmerkmale, realisierte Kommunikationsprozesse etc.). Die Arbeit ist damit vor allem im Bereich des Produkt- und Interactiondesigns zu verorten, adressiert jedoch auch Motive der Medien- und Wahrnehmungstheorie. Darüber hinaus hat sie das Ziel der Darlegung und Begründung der Videotelefonie als eigenständige Kommunikationsform, welche durch eigene, kommunikative Besonderheiten, die sich in ihrer jeweiligen Ingebrauchnahme sowie durch spezielle Wahrnehmungsbedingungen äußern, und die die Videotelefonie als »Rederechtswechselmedium« avant la lettre konsolidieren, gekennzeichnet ist. Dabei soll der Beweis erbracht werden, dass die Videotelefonie nicht als Schwundstufe einer Kommunikation Face-to-Face, sondern als ein eigenständiges Mediatisierungs- und Kommunikationsereignis zu verstehen sei. Und eben nicht als eine beliebige – sich linear vom Telefon ausgehende – entwickelte Form der audio-visuellen Fernkommunikation darstellt, sondern die gestalterische (Bewegtbild-)Technizität ein eigenständiges Funktionsmaß offeriert, welches wiederum ein innovatives Kommunikationsmilieu im Kontext einer Rederechtswechsel-Medialität stabilisiert.
Einführung in die Mediaplanung: Grundlagen für klassische und digitale Kanäle (essentials)
by Runa StrottDieses Buch gibt einen kompakten Einblick in die Basics der klassischen und digitalen Mediaplanung. Heutzutage werden Werbebudgets mehr denn je immer wieder neu justiert, und die Mediaplanung wird komplexer. Die Herausforderungen an eine adäquate Zielgruppenansprache sind enorm, denn das Zusammenspiel der einzelnen Kanäle oder auch die gezielte Auswahl individueller Botschaften fordern ein detailliertes Verständnis darüber, wann welche Instrumente die Zielgruppen erreichen und zum gewünschten Ergebnis führen können. Von der Medienauswahl über die Zielgruppenanalyse bis hin zum Controlling werden in diesem Essential sowohl für klassische und lang etablierte Kanäle als auch für neue, digitale Kanäle die ersten Schritte der Mediaplanung erläutert.Ein Buch für Mediaplanungseinsteiger, Studierende und Schaffende der Medienwelt, die sich die Grundlagen aneignen wollen.
Einführung in die Medienwirtschaftslehre
by Christoph ZydorekWelche medienökonomischen Anknüpfungspunkte haben speziell Studierende als Abnehmer und künftige Produzenten von Medien? Diese Einstiegsfrage verdeutlicht auf einfache Weise die Sinnhaftigkeit einer systematischen Durchdringung des Themas Medienökonomie und führt die wichtigsten Begriffe ein: Medien, Inhalt, Wertschöpfung, Güter, Bedürfnisbefriedigung mit Medien, Medien als Wirtschafts- und Kulturgüter. Christoph Zydorek stellt die drei Haupt-Akteurstypen (Rezipient, Medienunternehmen, werbetreibende Wirtschaft) auf Medienmärkten mit ihren jeweiligen Handlungsmotivationen sowie danach die zentralen Eigenschaften von Mediengütern vor. Darauf aufbauend können einige Mainstream-Handlungskonzepte aus der Sicht der Hersteller von Mediendienstleistungen diskutiert werden: Preis- und Erlöspolitik, Bündelung, Versionierung, Windowing. Das Lehrbuch dient als Einführung in die Grundfragen und als Vorbereitung auf eine tiefergehende Durchdringung des medienwirtschaftlichen Handlungsbereichs.