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Record Label Marketing, 3rd Edition by Paul Allen, Tom Hutchison, Amy Macy, Clyde Philip Rolston

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Chapter 2Marketing Concepts and Definitions

Contents

Selling Recorded Music

What Is Marketing?

The Marketing Mix

Showrooming and Shrinking Retail Inventories

Are the Four P’s Dead?

Conclusion

Glossary

References

If you have previously taken an introductory marketing or consumer behavior course, much of this chapter and the next will be review, but don’t use that as an excuse to skip the chapters because we will tie those concepts specifically to the music business. If you have not taken marketing before, this chapter will give you an introduction to some basic marketing concepts that you need to understand. We also look at how the Internet has impacted some of those practices.

Selling Recorded Music

The concept of selling recorded music has ...

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