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Recipe for success: A study on marketing communication strategies for live performers within the entertainment industry and how to reach international success.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2010 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

When it comes to the entertainment industry and the live performers these artists are in need of valuable communication strategies in order for them to reach the consumers they would like to reach and gain the success that they want. Although this is a known fact, it is difficult for the artists to know which marketing communication strategies to use and how to use them. 

The purpose is to identify international marketing communication strategies for live performers within the entertainment industry. The objective is to demonstrate how the strategies can be used to reach international success. The focus is to look at marketing communication strategies from an artist/company’s point of view and therefore feedback from the consumers will not be covered in this thesis.

We have found two alternative strategies for development of international marketing communication for a live performer in the entertainment industry. In both of these strategies it is important to start with creating a valuable network in order to set up clear goals for the marketing communication. The difference between the two strategies is based on whether the live performer is adapted to the target group or if the target group is adapted to the live performer

Place, publisher, year, edition, pages
2010. , p. 143
Keywords [en]
international marketing communication strategies, artist, live performer, entertainment industry, success
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-7584OAI: oai:DiVA.org:lnu-7584DiVA, id: diva2:344742
Subject / course
Business Administration - Marketing
Presentation
, Växjö (English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2010-11-29 Created: 2010-08-20 Last updated: 2016-05-09Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf