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

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13 Grassroots Marketing

Paul Allen

Grassroots marketing

Consumers are bombarded everyday with more commercial messages from more sources than ever before. The competition for our attention ranges from a subtle product placement in your favorite television show to an in-your-face ad from a car salesman on the radio. Ads pop-up at us while we are online, they precede theater movies, they’re on seat backs at stadiums, and they’re even in public facilities where graffiti once was posted. It is this competition for the attention of the consumer that has driven marketers to find alternative methods to connect products and services with billfolds and credit cards. This chapter presents some of those less traditional marketing tools and how they may ...

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