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About the Authors
About the Contributors
CHAPTER 1 Introduction
Success and Where Is This Going?
What Creates Success?
Music within the Entertainment Industry
So Who Zooms Whom?
Revenue Streams of the Industry
Record Label Survival Today
The 360 Deal
The Advantage of Multiple Revenue Streams
Music as a Tool
Ticket Sales and Concert Revenues
CHAPTER 2 Marketing Concepts and Definitions
Selling Recorded Music
What Is Marketing?
The Marketing Mix
Showrooming and Shrinking Retail Inventories
Are the Four P’s Dead?
CHAPTER 3 Market Segmentation and Consumer Behavior
Markets and Market Segmentation
Consumer Behavior and Purchasing Decisions
High and Low-Involvement Decision ...