Napster Essay

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Success Factors for Online Music Marketing – eTransformation: From the four P’s to the four C’s1 Cornelia C. Krueger University of Koblenz-Landau, Koblenz, Germany +49-261-2872862 ckrueger@uni-koblenz.de Nhiem Lu University of Koblenz-Landau, Koblenz, Germany +49-261-2872867 lu@uni-koblenz.de Paula M.C. Swatman University of Koblenz-Landau, Koblenz, Germany +49-261-2872850 Deakin University, Melbourne, Australia paula.swatman@uni-koblenz.de Abstract Online music sales are a very difficult business in which to make a profit. The major record companies must compete with the ever-present peer-to-peer networks and face the fact that their expensively produced music can also be obtained freely (if illegally) over the Net by their young and very technically capable customers. Finding a way of making it attractive to sell music downloads is not an easy task. But it may well be that marketing – and more particularly eMarketing – can help in this endeavour. In this paper we review the principle of the marketing mix – what Meffert describes as defining the marketing instruments used to achieve the organisation’s marketing goals. We consider the implications of the “traditional” four P’s (product, price, place and promotion) and the changes which the Internet has brought to these, and then look at the newer concept of the four C’s (customer solution, customer cost, convenience and communication) which are intended to be used in an online environment. We test the theory that legal online music offerings should consider the four C’s in their marketing activities and identify a set of key success factors for a successful Internet offer in online music. The paper takes a multiple case approach, comparing the marketing stance of two highly successful online firms (Amazon and eBay) with that of two major online music retailers (Popfile.de and tiscali.co.uk) and find

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