söndag, november 12, 2006

CfP Media Brands

Call for Papers

Media Brands: Their Management, Effects, and Social Implications

Papers are being sought for presentation at an international workshop to be held in Stockholm, Sweden, September 20-22, 2007. The workshop is sponsored by the Media Management and Transformation Centre at Jönköping International Business School (Jönköping University), Europe’s premier centre on media business issues.

The objective of the conference is to explore media brand management in theory and practice. The also conference will seek better understanding of the effects of media brands on consumer media behaviour as well as on society. Connections to other customer-related marketing management approaches are to be examined.

Papers are solicited on the follow types of issues:

Management-related aspects of media brands such as:
§ media specific brand types and architectures
§ comparing brand portfolio analysis and management approaches to other portfolio approaches 
§ segmenting, targeting and brand positioning techniques
§ approaches to control for media brand management’s effectiveness and efficiency
§ “brand relationships”: media brand management and the concepts of customer relationship management and customer lifetime management
§ strategic brand management and its implementation within marketing programmes, i.e. regarding the 4 Ps place, promotion, price, and product

Customer-related aspects of media brands such as: 
§ specific brand functions for B2C and B2B media customers
§ differences between media brands within B2C and B2B market settings
§ measuring customer brand equity / value on audience and advertising markets
§ brands’ effects on audiences’ media choice and usage behaviour
§ brand extensions’ effects on customers’ acceptance of new products / innovations
§ the relationship between the concepts of customer brand equity and customer value  

Socio-cultural issues related to media brand management such as:
§ implications for pluralism, journalistic quality and other socio-cultural dimensions
§ implications for public service broadcasting
§ issues of international media brand management and cultural discount

Extended abstracts (250 words) are due February 1, 2007, with notification of accepted proposals until March 15, 2007. In the abstract, please specify the key research question, the theoretical perspective, the empirical support, and the expected scientific contribution of the paper. Completed papers will be due August 13, 2007. Send abstracts by post or e-mail to:

Dr. Per-Erik Wolff
Media Management and Transformation Centre
Jönköping International Business School
P.O. Box 1026, SE-551 11 Jönköping, Sweden


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