ABSTRACT
The fields of media and telecommunications are fast-paced and high-pressured environments. It is a world that is highly competitive, where success is measured in rating points, market share and sales volume. The clear lines and historic boundaries that once separated broadcasting, cable and telephony are no more A natural convergence of industries and information technologies have fully blurred those distinctions. Today's manager is faced with a different set of industry players and technology challenges than was the case in past years. The purpose of this chapter is twofold. The first goal is to provide a practical and applied explanation of what managers do on a day-to-day basis. The second goal is to acquaint the reader with the history and development of management theory with the aim of better understanding how we have arrived at some of our present-day perspectives on the role of management.
