|PDF:||Author(s):||Matytsin D. E.,|
|Number of journal:||2(19)||Date:||May 2012|
The conceptual issues of strategic planning and management of the TV-industry companies have been reviewed in the article. The approaches to definition of business strategy have been critically analyzed; the author has proposed his interpretation. The trychotomy of strategic management has been identified, and its non-correctness has been justified. The criticism of the marketing-mix model ‘4P’ has been presented, and the concept of the author has been justified that is based on the theory of meta-production function. Functional structure of marketing strategy of TV-channel has been developed. The conclusion has been made regarding the necessity of re-formatting the TV-channels and their transition from the self-identification as the producer of video-content to acknowledgement of their new role of supplier of audio-video media-services.
strategy, marketing, management, TV-channel, marketing-mix, marketing strategy, content, structure, planning, TV-industry