Naslov
(R)evolution of music marketing

Autori
Meler, Marcel ; Škoro, Miroslav

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
23rd CROMAR Congress Marketing in a Dynamic Environment – Academic and Practical Insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Opatija : Faculty of Tourism and Hospitality Management, CROMAR, 2013, 52-65

ISBN
978-953-7842-18-5

Skup
23rd CROMAR Congress Marketing in a Dynamic Environment – Academic and Practical Insights

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing ; music ; music industry ; music market ; music marketing

Sažetak
Marketing as a discipline always follows social- economic growth and is a reflection of existing social-economic relationships, moreover, the extent of its application is made evident by its possible usage in the sphere of music in its largest sense in the form of music marketing. That said however, a distinction should be made between marketing in music, specifically, in the music industry, and in music marketing, which is manifested by the influence of music on the purchasing practices of consumers or the role of background music in promotional messages. In both instances, the observed interdependence of marketing and music provides the term commonly understood as music marketing. This work, in line with the aforementioned, establishes the nature in which music marketing functions and reinforces its specific theoretic and practical qualities, with the greatest emphasis on placed on marketing in the music industry. To this end, the concept is defined and characteristics inherent to the music industry are established. Additionally, a detailed elaboration of the marketing process and marketing program in the music industry will be developed, where special emphasis is placed upon the technological evolution of the marketing and music connection and an estimation of their interdependendant framework in the near future will be made.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA