Description
Learn how to break into the business and effectively market recorded music. Record Label Marketing provides clear, in-depth information on corporate marketing processes, combining theory with helpful practical examples. Easy to read and well-presented, this unique text is clearly illustrated throughout with industry figures, tables, graphs, glossaries and example marketing plans. Ideal for students and aspiring professionals, this essential resource also offers a valuable overview of the music industry. Record Label Marketing:* explains the marketing mix, marketing segmentation and consumer behaviour* analyses market share of the record labels and shows how to use the RIAA, NARM and Soundscan data* presents key information on understanding profit and loss, publicity, advertising, retail and distribution* offers essential marketing strategies including grassroots, internet, international and research methods* suggests how to use video production, promotional touring and special products to market your artist * looks to the future of the music business - how online developments, technological diffusion and convergence and new markets are reshaping the industryAccompanying website www.recordlabelmarketing.com offers interactive assignments to strengthen your knowledge as well as updates on the latest news, industry figures and developments.
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Record Label Marketing provides clear, in-depth information on corporate marketing processes, combining marketing theory with the real world "how to" practiced in marketing war rooms. This industry-defining book is clearly illustrated throughout with figures, tables, graphs, and glossaries. Record Label Marketing is essential reading for current and aspiring professionals and students, and also offers a valuable overview of the music industry. Record Label Marketing...* Builds your knowledge base by introducing the basics of the marketing mix, market segmentation and consumer behavior* Gives you the tools necessary to understand and use SoundScan data, and to successfully manage the budget of a recorded music project* Presents vital information on label publicity, advertising, retail distribution and marketing research * Introduces you to industry resources like NARM, RIAA, and the IFPI* Offers essential marketing strategies including grassroots promotion and Internet/new media, as well as highlighting international marketing opportunities* Reveals how successful labels use video production, promotional touring and special products to build revenue * Looks to the future of the music business-how online developments, technological diffusion, and convergence and new markets are continually reshaping the industryThis guide is accompanied by a website, www.recordlabelmarketing.com, which offers interactive assignments to strengthen your knowledge as well as updates on the latest news, industry figures and developments.
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