Digital Media and Innovation
Management and Design Strategies in Communication
- Richard A. Gershon - Western Michigan University, USA
Digital Media and Innovation takes an in-depth look at how smart, creative companies have transformed the business of media and telecommunications by introducing unique and original products and services. Today's media managers are faced with the same basic question: what are the best methods for staying competitive over time? In one word: innovation. From electronic commerce (Amazon, Google) to music and video streaming (Apple, Pandora, and Netflix), digital media has transformed the business of retail selling and personal lifestyle. This text will introduce current and future media industry professionals to the people, companies, and strategies that have proven to be real game changers by offering the marketplace a unique value proposition for the consumer.
This is an excellent text. Traditional elements of innovation are discussed, supplemented with some of the more technical elements of digital. A lot of ground is covered, which gives a wide foundation for further reading around specific topics. Good relevant examples from industry included as well.
