Record Label Marketing

Tom Hutchinson, Paul R. Allen

410 pages, parution le 30/05/2006

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Résumé

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 industry

This 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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Sommaire

Marketing concepts and definitions
Markets, market segmentation and consumer behavior
The U.S. industry numbers
Record label operations
The profit and loss statement
SoundScan and the music business
How radio works
Charts, airplay and promotion
Publicity of recorded music
Advertising in the recording industry
Distribution
The music retail environment
Grassroots marketing
Internet marketing
Music videos
The international recording industry
Tour support and promotional touring
Special products and special markets
Marketing research
The recording industry of the future
The marketing plan
DeMand de world over

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Focal Press
Auteur(s)	Tom Hutchinson, Paul R. Allen
Parution	30/05/2006
Nb. de pages	410
Format	19 x 24,5
Couverture	Broché
Poids	1060g
Intérieur	Noir et Blanc
EAN13	9780240807874
ISBN13	978-0-240-80787-4