Making Beautiful Music Online: Meeting the Customer Needs in a New Medium 

Russell E. Glaue

Western Illinois University

Ronald J. Bauerly

Western Illinois University

Abstract

The music industry is unique in the type of product it offers to the general consumers of the world. In relation to the World Wide Web, the authors discuss whether it is effective to copycat marketing strategies, or if it is important for music industry companies to develop unique marketing campaigns. Surveys marketing concepts used in new media including a focus on the World Wide Web. The authors address consumer behavior on the Internet and see what concepts may be applicable to online marketing for the music industry. Authors also discuss how companies of the music industry have built their online presence, and how they should develop an internal structure to leverage this new medium to implement Internet commerce.

Keywords: Internet commerce, music industry, consumer behavior, marketing strategy, online sales, music sales

Glaue, Russell E., and Ronald J. Bauerly. “Making Beautiful Music Online: Meeting the Customer Needs in a New Medium." Journal of the Music and Entertainment Industry Educators Association 1, no. 1 (2020): 97-116. https://doi.org/10.25101/0.7

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