Record Label Marketing

Tom Hutchison, Amy Macy, Paul Allen

  • 出版商: Focal Press
  • 出版日期: 2005-12-28
  • 定價: $1,360
  • 售價: 1.5$199
  • 語言: 英文
  • 頁數: 432
  • 裝訂: Paperback
  • ISBN: 0240807871
  • ISBN-13: 9780240807874
  • 相關分類: 行銷/網路行銷 Marketing
  • 立即出貨(限量) (庫存=9)



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,, which offers interactive assignments to strengthen your knowledge as well as updates on the latest news, industry figures and developments.

    Table Of 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





  • 通過介紹行銷組合的基礎知識、市場細分和消費者行為,擴大您的知識基礎

  • 提供了理解和使用SoundScan數據以及成功管理錄音音樂項目預算所需的工具

  • 介紹了有關唱片公司公關、廣告、零售分銷和行銷研究的重要信息

  • 向您介紹了NARM、RIAA和IFPI等行業資源

  • 提供了包括基層推廣和互聯網/新媒體在內的基本行銷策略,並突出了國際行銷機會

  • 揭示了成功的唱片公司如何利用視頻製作、宣傳巡演和特殊產品來增加收入

  • 展望了音樂業的未來-網絡發展、技術擴散、融合和新市場如何不斷重塑這個行業