Record Label Marketing

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. * 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