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A marketing strategy for pre-recorded music

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dc.contributor.author White MH en
dc.date.accessioned 2016-09-22T11:26:39Z
dc.date.available 2016-09-22T11:26:39Z
dc.date.created 1976 en
dc.date.submitted 1977 en
dc.identifier.uri http://hdl.handle.net/20.500.11892/121730
dc.description.abstract Examines the marketing of full-priced seven-single and long-playing records to conventional record bars serving mainly Black consumers on the Witwatersrand. The aim of the report was to evaluate the effectiveness of existing or possible elements of the marketing strategy employed by EMI-Brigadiers, for whom the study was done. Market information was collected by means of a survey in which personal interviews were conducted with record dealers on the Witwatersrand. These findings were also integrated with known industry data and other research studies. Considerable goodwill towards EMI appears to exist among record dealers. Specific strengths of EMI are in the seven-single record category, in both International and Indigenous music types. The major weakness of EMI is in the long-playing record category, particularly in International music. In addition, the overall effectiveness of the EMI sales force relative to a few major competitors is poor. The report is concluded with recommendations which deal primarily with the introduction of popular International music on long-playing record labels and the introduction, on an experimental basis, of a 'Sale or Return' trade policy which to date has not been employed by any of the full-priced record companies. en
dc.language English en
dc.subject Business administration / Business leadership en
dc.subject Marketing management en
dc.title A marketing strategy for pre-recorded music en
dc.type Masters degree en
dc.description.degree MBA en


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