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

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19 Marketing Research

Thomas Hutchison

Marketing research is important in every aspect of marketing recorded music. Research is used to find out about the marketplace, about who is buying what products, and what they like and dislike about existing products in the marketplace. Basically, marketing research is conducted to learn more about the market and to learn how to improve the product. Chapter 1 outlined how diffusion theory can be applied to improve upon products and make them more appealing in the marketplace. Marketers learn from research what the most popular product attributes are for each market segment, and then they retool the product and the promotional messages to focus on those attributes. For example, toothpaste users can be ...

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