Record Label Marketing 2nd Edition by Tom Hutchison, Paul Allen, Amy Macy ISBN 978-0240812380 0240812387
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Product details:
ISBN 10: 0240812387
ISBN 13: 978-0240812380
Author: Tom Hutchison, Paul Allen, Amy Macy
Record Label Marketing offers a comprehensive look at the inner workings of record labels, showing how the record labels connect commercial music with consumers. In the current climate of selling music through both traditional channels and new media, authors Tom Hutchison, Paul Allen and Amy Macy carefully explain the components of the contemporary record label’s marketing plan and how it is executed. This new edition is clearly illustrated throughout with figures, tables, graphs, and glossaries, and includes a valuable overview of the music industry.
Record Label Marketing has become essential reading for current and aspiring professionals, and for music business students everywhere.
Record Label Marketing.
* Gives you an exclusive and complete look at SoundScan and how it is used as a marketing tool
* Presents essential information on uses of new media, label publicity, advertising, retail distribution, and marketing research by record labels
* Offers insight into how successful labels use videos, promotional touring, and special products to build revenue
* Includes important specialized marketing strategies using the tools of grassroots promotion and international opportunities
* Reveals how labels are managing within their transitional digital industry
* Looks to the future of the music business – how online developments, technological diffusion, and convergence and new markets continue to reshape the industry
Table of contents:
CHAPTER 1 Marketing Concepts and Definitions
CHAPTER 2 Markets, Market Segmentation, and Consumer Behavior
CHAPTER 3 The U.S. Industry Numbers
CHAPTER 4 Marketing Research
CHAPTER 5 Record Label Operations
CHAPTER 6 The Profit and Loss Statement
CHAPTER 7 SoundScan and the Music Business
CHAPTER 8 How Radio Works
CHAPTER 9 Charts, Airplay, and Promotion
CHAPTER 10 Publicity of Recorded Music
CHAPTER 11 Advertising in the Recording Industry
CHAPTER 12 Music Distribution and Retailing
CHAPTER 13 Grassroots Marketing
CHAPTER 14 New Media Marketing
CHAPTER 15 Music Videos
CHAPTER 16 The International Recording Industry
CHAPTER 17 Tour Support and Promotional Touring
CHAPTER 18 Strategic Marketing and Special Products
CHAPTER 19 The Recording Industry of the Future
CHAPTER 20 The Marketing Plan
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Tags: Tom Hutchison, Paul Allen, Amy Macy, Record Label Marketing