Strategies of Creating in Customers the Needs to Buy Phonographic Products

  • Piotr Tarka The Poznań University of Economics and Business
  • Maciej Grzesiowski Wroclaw University of Economics and Business
Keywords: strategies of market creation; creation within final end buyers’ needs

Abstract

The results of empirical research being presented in this article, allowed authors to display new dimension of market strategies in the area of the recording and entertainment industry. We described two types of models within market behavior and strategies of recording companies concerning final end buyers. The former model makes explicit reference to the area of final end buyers’ needs fulfillment and establishes market counterbalance of demand. The latter model appears opposite to the first one. It refers to different methods and techniques in the scope of persuasion, applied by mentioned companies, determining in the end buying behaviors of customers.

References

A. Jordan-Szymańska, Percepcja muzyki, w: Wybrane zagadnienia z psychologii muzyki, red. M. Manturzewska, K. Kotarska, Warszawa: WSiP 1990, s. 129 – cyt. za: P. Gałuszka, Marketing w branży muzycznej: definicja produktu. „Marketing i Rynek” 2004, nr 12.

P. Gałuszka, Marketing w branży muzycznej: definicja produktu. „Marketing i Rynek” 2004, nr 12, s. 31

A. Maslow, W stronę psychologii istnienia, Poznań: Rebis 2004

M. Grzesiowski, Strategie marketingowe, w: Strategie marketingowe, red. R. Krupski, Wrocław: Leopoldinum 1998, s. 141

P. Tarka, Strategie kreowania rynku w przedsiębiorstwach fonograficznych, Wrocław: AE 2006.

D. Buckley, R.E.M. – An Alternative Biography, London: Virgin Books Ltd. 2003, s. 196-197.

Published
2020-05-12
Section
Articles