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Record Label Marketing by Paul Allen, Amy Macy, Tom Hutchison

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12 The Music Retail Environment

Amy Macy

Marketing and the music retail environment

The four P’s of product, promotion, price, and placement converge within the music retail environment—this being the last stop prior to music being purchased. This environment is designed to aid consumers in making their purchasing decision. This decision can be influenced in a number of ways, depending on the consumer. For example, “Does the store have hard-to-find releases?”; “Do they have the lowest prices?”; “Is it easy for consumers to find what they’re looking for?”; “Does the store have good customer service and knowledgeable employees?” These questions should be answered, in one way or another, within the confines of the retail environment through the ...

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