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.
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
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