Κατεύθυνση Δημοσιογραφία και Νέα Μέσα
Library of the Faculties of Political Science and Public Administration, Communication and Mass Media Studies, Turkish and Modern Asian Studies, Sociology

2020-01-13

2020

Chatzikakou Flora Angeliki

Αικατερίνη Ν. Σταυριανέα, Επίκουρη Καθηγήτρια, Τμήμα Επικοινωνίας και Μ.Μ.Ε, Εθνικό και Καποδιστριακό Πανεπιστήμιο Αθηνών

Πλάνο ολοκληρωμένης Επικοινωνίας & Digital Marketing σε Δισκογραφική Εταιρεία

Greek

Digital Marketing & Communication Plan in a Record Label

This dissertation aims to create an integrated digital marketing plan for a Record Company. The first part of the paper presents a deep overview of the marketing strategies used by Record Companies, concluding in highlighting the strengths and challenges that the companies of the Record Industry have to face. The second part of the paper is dedicated to our empirical, which has being conducting through i) a client questionnaire survey on the music habits of Greeks, and b) interviews with experts in the field of the Music Industry. In addition, the case study of Panik Records, a leading Greek Record Company in the way of its promotion through digital channels, is presented. Combining the theory of the first part with the empirical results of the second part lead to the creation of a holistic approach of how a marketing plan of a Record Company can be designed and promoted. Finally, the conclusions drawn could be used to help further research and studies on the use of digital marketing in the Music Industry.

Social, Political and Economic sciences

record label, digital marketing, music, music industry, marketing

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https://pergamos.lib.uoa.gr/uoa/dl/object/2894390