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A product positioning or re-positioning dilemma? : ... the cross-genre marketing of a roots/blues musician as also an alt.country artist

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conference contribution
posted on 2017-12-06, 00:00 authored by Elisabeth Jensen, Arthur JacksonArthur Jackson
The music industry, like many others, has been traditionally categorised and labeled into product-market elements such as brand categories, SKU's, SICs, store departments, and music genres. For products and services that are stereotypical of their categories, this situation is ideal. For those that cross genres, this creates both serious problems and opportunities. This paper examines this through a case study of a multi cross-genre artist, and discusses this in terms of its implications for his product positioning choices.

Funding

Category 1 - Australian Competitive Grants (this includes ARC, NHMRC)

History

Start Page

1

End Page

20

Number of Pages

20

Start Date

2006-01-01

ISBN-10

1921047348

Location

Yeppoon, Qld.

Publisher

Australian and New Zealand Academy of Management

Place of Publication

Lindfield, N.S.W.

Peer Reviewed

  • Yes

Open Access

  • No

External Author Affiliations

Faculty of Business and Informatics; International conference;

Era Eligible

  • Yes

Name of Conference

Australian and New Zealand Academy of Management. International conference

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