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Learning Resource Centre Monthly Bulletin |
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Learning Resource Centre Monthly Bulletin |
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| New Books |
 B119016 Entertainment Industry Economics By Vogel Harold L |  B119553 Media Planning & Buying in the 21st Century By Geskey Ronald D |  B119705 The Earnicorns By Nath Dhruv |
| Click Here to learn about the Recent Books added to our collection on different topics of Management. |
| Articles |
| The Different Effects of Mass-Media Marketing and Personal Sales Budgets Across the Life Cycle of B2B High-Tech Start-Ups. By Landsman, Vardit;Stremersch, Stefan The Effects of Mergers and Acquisitions on Marketing Decisions and Effectiveness: Evidence from the Biopharma Industry. Abstract :Mergers and acquisitions (M&As) may trigger adjustments to firms` marketing decisions and their outcomes. Yet, prior literature provides little empirical insight regarding the nature of these adjustments. The authors address this gap in the context of the biopharma industry, analyzing data on sales, prices, and detailing spending for 375 branded drugs acquired in 73 M&A deals between 2007 and 2020. They find that, on average, acquiring firms (1) reduce detailing spending on target drugs, (2) increase target drug prices, and (3) achieve increases in detailing elasticity for target drugs after the M&A, compared with before. The younger the target drugs and the more experience the acquirer has in marketing drugs in the drugs` therapeutic category, (1) the greater the likelihood that detailing will be reduced and prices raised, and (2) the greater the likelihood that acquirers will experience larger increases in detailing elasticity and reductions in price elasticity. For the investigated 375 target drugs, acquirers generated over $23 billion more in revenue in the two years postdeal while spending over $1 billion less on detailing compared with the two years predeal. The article provides a framework for firms regarding commercial returns on M&As and informs the debate on regulatory responses to M&As. [ABSTRACT FROM AUTHOR] | |||
| Entertainment Marketing and Experiential Consumption. By Hackley, Christopher;Tiwsakul, Rungpaka Journal of Marketing Communications. Mar2006, Vol. 12 Issue 1, p63-75. 13p. Abstract :The placement of brand references within mainstream entertainment (called here ‘entertainment marketing’) is a rapidly evolving marketing communications field in its scale and sophistication. Much previous research in the field has conceptualized entertainment marketing as promotion and focused on measuring consumer attitudes, purchase intentions and brand recall in response to brand exposure. This conceptual paper suggests that there is also a need for understanding the quality of consumer engagement with brands in the context of mediated entertainment. The paper draws on phenomenological/existential research traditions in order to begin to theorize the role that entertainment marketing techniques may play in facilitating consumer self‐concepts and identity formation through brand exposure within dramatic portrayals of characters and lifestyles. [ABSTRACT FROM AUTHOR] | |||
| An Analysis Of Media Representation And Community Voices In The Context Of Cultural Diversity In India. By Shrivastava, Shivali;Sharma, Asha;Kumar, Anupam;Sneh, Arpita; Gupta, Anshita Advances in Consumer Research. Feb2026, Vol. 3 Issue 2, p872-876. 5p. Abstract :This study shows how the media represent cultural diversity in India and includes community voices through a survey-based research design. India`s cultural landscape features wide regional, linguistic, and social diversity. The media plays a crucial role in shaping how these cultural identities are shown and understood. The study explores how communities view media coverage of cultural traditions, the visibility of various cultural practices, and the difficulties in maintaining cultural diversity. Data collected from a structured survey reflect community views on preservation efforts, gaps in representation, and external pressures like economic change, urbanisation, and demographic shifts. The findings show that while communities actively work to preserve their culture, uneven media focus and selective representation create major challenges. The study emphasises the conflicts between dominant cultural narratives and local voices, highlighting the need for more inclusive and community-focused media practices. By connecting media representation with community experiences, this research adds to discussions on cultural diversity, identity, and media responsibility in India. It also offers useful insights for policymakers, media professionals, and cultural institutions. [ABSTRACT FROM AUTHOR] | |||
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| News |
| IT rules may cover social media news By Times of India; Apr 1 2026 |
| Media & entertainment sector to grow to Rs 3.3 lakh cr by 2028: Report By The Economic Times; Mar 24 2026 |
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