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Marketing and Merchandising for Musicians by Robert Safir

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3 Understanding Marketing Terminology

As you will see throughout this book, many marketing concepts have both old and new definitions. That fact, in and of itself, tells you how much things have changed in the last couple of decades. At the very least, even if many of the core definitions are quite similar, the way they are implemented is quite different.

The essence of this difference lies in one word—interactivity. The world of music marketing is a two-way street that requires audience involvement, input, and action. So, for example, whereas marketing used to mean a “push” type of action that began with messages that traveled from the corporation (read: music business or any business) to the consumer, marketing today comprehends, appreciates, ...

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