ABSTRACT
The previous chapter examined the first two of the four Ps of marketing, product and price. This chapter explores the last two Ps, promotion and place. Promotion of a recording involves all the activities of informing and motivating the buyer, including all types of media coverage, personal selling, tour support, promotional incentives for retailers, grassroots marketing, and new media marketing. Place refers to the process of distributing recorded music products to consumers and involves both traditional “bricks and mortar” stores as well as virtual stores and other online (and wireless) methods for providing recorded music to consumers.
