search query: @author Molteni, L. / total: 2
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| Author: | Molteni, L. Ordanini, A. |
| Title: | Consumption patterns, digital technology and music downloading |
| Journal: | Long Range Planning
2003 : AUG, VOL. 36:4, p. 389-406 |
| Index terms: | Digital technology Culture Music industry |
| Language: | eng |
| Abstract: | The article contains an empirical analysis on the music industry, where analysis of on-line survey results show that music downloading is not a unique phenomenon and consumers are approaching the digital environment in different ways. The presence of these differing consumption profiles entails a deep segmentation strategy, requiring that both sides of the strategy - from selection of artists to promotion and pricing policies - be addressed to deal with this segmentation. |
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