Music Marketing and Case Studies

Author: Zhou Honglei
Publisher:
Publish Date: 2004-03-01
Features: The theoretical framework and structural system of "Music Marketing and Case Studies" are composed of relevant theories from musicology and basic theories from marketing. Its characteristic is to explain and elaborate on market factors and phenomena that are directly included or objectively exist in music activities using the principles of marketing, thereby summarizing the basic laws of music marketing to keep the development of music art in pace with the times. The design purpose of "Music Marketing and Case Studies" is to assist music practitioners in learning and understanding the basic concepts and principles of modern marketing in a practical, vivid, and specific way, recognizing the significance and value of marketing in music activities, identifying the needs and desires of music customers, understanding how to conduct music marketing research, and distinguishing the music market environment. It also covers how to segment the music market and establish the target market for music, so that music art, music services, and music projects can meet the needs of the music market and music consumers, accelerating the pace of music market development. The principles and concepts elaborated in "Music Marketing and Case Studies" are supported by marketing theory, as well as economics and behavioral science. Drawing on or absorbing the basic principles and research findings of marketing from domestic and international sources, combined with the objective reality of music art, it examines the value and use value of music art from a fresh perspective of the market economy. It explores how to develop the economic value of music art while adhering to and preserving its own artistic value.