Case Study: Local Music Marketing in the digital age
Schmitt, Melanie (2011)
Schmitt, Melanie
Tampereen ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201104114139
https://urn.fi/URN:NBN:fi:amk-201104114139
Tiivistelmä
The purpose of this work is to analyse the current marketing tools in use by Oy EMI Finland Ab. Furthermore this work sets the results of this first analysis in connection with the business context, the current music industry in which the whole actions take place.
The theoretical part includes the analysis of the frameworks of the 7 P's, the 4 C's and their connection to the music industry. I also take a closer look at communication strategies which apply to the music industry.
The practical analysis part sets then the theoretical frameworks in connection with the case company Oy EMI Finland Ab. I take a closer look at the marketing actions as well as the business development side. Additionally I describe the marketing actions connected to the third studio album by Haloo Helsinki! as an example for the marketing actions performed by Oy EMI Finland Ab.
Recommendations concerning the marketing of music can be found at the end of this thesis.
The theoretical part includes the analysis of the frameworks of the 7 P's, the 4 C's and their connection to the music industry. I also take a closer look at communication strategies which apply to the music industry.
The practical analysis part sets then the theoretical frameworks in connection with the case company Oy EMI Finland Ab. I take a closer look at the marketing actions as well as the business development side. Additionally I describe the marketing actions connected to the third studio album by Haloo Helsinki! as an example for the marketing actions performed by Oy EMI Finland Ab.
Recommendations concerning the marketing of music can be found at the end of this thesis.