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Record Label Marketing, 2nd Edition by Amy Macy, Paul Allen, Tom Hutchison

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CHAPTER 20

The Marketing Plan

Tom Hutchison

THE MARKETING PLAN

For a record label, the marketing plan is the cornerstone of each release, and every record released by the label has its own unique marketing plan tailored to the target market and based on expectations of performance in the marketplace. It is the marketing plan that helps coordinate the various aspects of promoting the record. There are two basic target markets for the marketing plan: the consumer and the trade. The trade consists of those people within the industry for which business 2 business marketing is done. This includes radio program directors, journalists, editors, retail buyers, distributors, and others involved in the “push” strategy. ...

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