Record Label Marketing

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E-Book Overview

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. * The only book that looks inside the marketing machine of commercial record labels* Presented in a clear, readable manner with industry figures (and how to read them), tables, graphs, glossaries and example marketing plans* A dedicated website: www.recordlabelmarketing.com offers interactive assignments and updates

E-Book Content

Record Label Marketing Record Label Marketing Thomas W. Hutchison Middle Tennessee State University Amy Macy Middle Tennessee State University Paul Allen Middle Tennessee State University AMSTERDAM BOSTON HEIDELBERG LONDON NEW YORK OXFORD PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO Focal Press is an Imprint of Elsevier Acquisitions Editor: Project Manager: Assistant Editor: Marketing Manager: Cover Design: Catharine Steers Andrew Therriault Stephanie Barrett Christine Degon Eric DeCicco Focal Press is an imprint of Elsevier 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA Linacre House, Jordan Hill, Oxford OX2 8DP, UK Copyright ß 2006, Elsevier Inc. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone: (þ44) 1865 843830, fax: (þ44) 1865 853333, E-mail: [email protected] You may also complete your request on-line via the Elsevier homepage (http://elsevier.com), by selecting ‘‘Support & Contact’’ then ‘‘Copyright and Permission’’ and then ‘‘Obtaining Permissions.’’ Recognizing the importance of preserving what has been written, Elsevier prints its books on acid-free paper whenever possible. Library of Congress Cataloging-in-Publication Data Application Submitted. British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library. ISBN 13: 978-0-240-80787-4 ISBN 10: 0-240-80787-1 For information on all Focal Press publications visit our website at www.books.elsevier.com 05 06 07 08 09 10