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Chapter 1 Marketing and Music

DOI: 10.23912/978-1-908999-52-8-2255

ISBN: 978-1-908999-52-8

Published: May 2013

Component type: chapter

Published in: Music, Markets and Consumption

Parent DOI: 10.23912/978-1-908999-52-8-2009



The purpose of this book is to contribute to discussions about the music business from a marketing point of view. Arts marketers have long argued that marketing thinking needs to be substantially adapted to deal with the complexities and particularities of the creative and cultural industries. There are a number of books which take a practical approach to the marketing of music (e.g. Baker’s (2012) Guerilla Music Marketing Online), or provide an overview of the music industry (e.g. Kusek and Leonhard’s (2005) The Future of Music: A Manifesto for the Digital Music Revolution and Wikstrom’s (2009) The Music Industry: Music in the Cloud), or comment on economic aspects of the business from the point of view of popular music studies. This book, in contrast, deals with the application of marketing and consumer studies theory to the business. As far as the authors can establish, this has not been attempted before.

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  • Dr Daragh O’Reilly, University of Sheffield (Author)
  • Dr Gretchen Larsen, King’s College London (Author)
  • Dr Krzysztof Kubacki, Griffith University (Author)

For the source title:

  • Dr Daragh O’Reilly, University of Sheffield (Author)
  • Dr Gretchen Larsen, King’s College London (Author)
  • Dr Krzysztof Kubacki, Griffith University (Author)

Cite as

O’Reilly, Larsen & Kubacki, 2013

O’Reilly, D.D., Larsen, D.G. & Kubacki, D.K. (2013) "Chapter 1 Marketing and Music" In: O’Reilly, D.D., Larsen, D.G. & Kubacki, D.K. (ed) . Oxford: Goodfellow Publishers http://dx.doi.org/10.23912/978-1-908999-52-8-2255


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Published in Music, Markets and Consumption

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