Marketingový mix produktů v oblasti populární hudby

Abstract

The topic of this bachelor thesis was marketing mix of pop music products. The goal of this thesis was to demonstrate the use of marketing mix tools on this market which is very specific. Four basic tools were analysed. Among these tools were product, price, distribution and communication. Secondary sources along with author's long time observation were used for description, analysis and future predictions. Focus group method was applied for primary data gathering. The data consisted mostly of attitudes and opinions of individuals who are part of the music market. Both primary and secondary data were used as a stepping stone for creating suggestions and recommendations which concerned adjustment of the tools used. The final conclusion was that the market still goes through a series of changes that transform it further. However subjects of this market should focus on its customers and their needs in terms of all actions taken.