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RECORD LABEL MARKETING

Product Code: 130360

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Description  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.   Audience  Students on music business or industry programs at college or university  level. Students on music recording programs. Entry-level personnel in the  music industry in marketing, sales or distribution. Entrepreneurs seeking  entry into the music business. Aspiring musicians/managers. Junior to  medium management in music and media. Musicians and  songwriters/composers. Junior media practitioners in music-related fields.   Contents  Market, concepts and Definition; Markets, Market Segmentation and  Consumer Behavior; The US 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 recorded 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 Market Plan; Example Marketing Plan    By  Tom Hutchison, Prof. of Marketing, Department of Recording Industry at  MTSU, USA.  Amy Macy, Assistant Professor in the Department of Recording Industry at  MTSU.  Paul Allen, Associate Professor in the Department of Recording Industry  at MTSU.

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