Record Label Marketing - Softcover

Hutchison, Tom; Macy, Amy; Allen, Paul

3.7

20 ratings by Goodreads

Softcover

ISBN 10: 0240807871 ISBN 13: 9780240807874

Publisher: Focal Press, 2006

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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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Review:

"The book delves inside such a wide spectrum of techniques that it could be invaluable in giving you a leg up. From grassroots and internet marketing to advertising, publicity and distribution, this tome could never be described as an easy read, but over the course of 400 pages it should give you a good platform to plan your domination of the known music world!" - Future Music

About the Author:

Paul Allen is Associate Professor in the Department of Recording Industry at Middle Tennessee State University and co-author of Record Label Marketing, also published by Focal Press. He is also a frequent lecturer at other universities on artist management and other music business subjects. His career work has included radio, TV, political management, and the music business.

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