DESC: Record Label Marketing provides clear, in-depth information on corporate marketing processes, combining marketing theory with the real world "how to" practiced in marketing war rooms. This industry-defining book is clearly illustrated throughout with figures, tables, graphs, and glossaries. Record Label Marketing is essential reading for current and aspiring professionals and students, and also offers a valuable overview of the music industry. Record Label Marketing...* Builds your knowledge base by introducing the basics of the marketing mix, market segmentation and consumer behavior* Gives you the tools necessary to understand and use SoundScan data, and to successfully manage the budget of a recorded music project* Presents vital information on label publicity, advertising, retail distribution and marketing research * Introduces you to industry resources like NARM, RIAA, and the IFPI* Offers essential marketing strategies including grassroots promotion and Internet/new med