Title (deu): Online-Marketing im Musikbusiness
Siebert, M. (Manfred)
St. Pölten, FH-StG für Telekommunikation und Medien, Dipl.-Arb., 2001
This degree dissertation focuses on the current situation as well as on the problems and potential of marketing of music on the internet. It comprehends the global music business, focused on the German and Austrian market. Chapter 2 is an overview of the music market and its most important rules, chapter 3 defines the most important rules of on- and offline-marketing and emphasises the differences between these two fields. Several examples provide the basis for chapter 4, which contains information about current marketing techniques of major- and independent labels, as well as artists. Chapter 5 gives insight into the technical aspects of music distribution over the internet, which is dealt with in chapter 6 along with the company structures of labels and global players. In conclusion chapter 7 explains marketing with search engines, and chapter 8 provides a perspective of the future.
Object languages: German
© All rights reserved