Contents

Acknowledgments

About the Authors

About the Contributors

CHAPTER 1 Introduction

Success and Where Is This Going?

What Creates Success?

Music within the Entertainment Industry

So Who Zooms Whom?

Revenue Streams of the Industry

Record Label Survival Today

The 360 Deal

The Advantage of Multiple Revenue Streams

Music as a Tool

Publishing

Ticket Sales and Concert Revenues

CHAPTER 2 Marketing Concepts and Definitions

Selling Recorded Music

What Is Marketing?

The Marketing Mix

Showrooming and Shrinking Retail Inventories

Are the Four P’s Dead?

Conclusion

CHAPTER 3 Market Segmentation and Consumer Behavior

Markets and Market Segmentation

Market Segmentation

Target Markets

Consumer Behavior and Purchasing Decisions

High and Low-Involvement Decision ...

Get Record Label Marketing, 3rd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.

Start your free trial