THE END PRODUCT OF THE IMAGINE DRAGONS’ AND LADY GAGA’S MUSIC, OR THE NATURE OF MARKETING MIX IN THE MUSIC INDUSTRY

Erika KULCSÁR; Claudia-Izabela CRENGANEȘ

doi:10.24193/subbnegotia.2019.3.03

Authors

Erika KULCSÁR Lecturer, PhD, Faculty of Economics and Business Administration, Babeș-Bolyai University of Cluj-Napoca, Romania, e-mail: erika.kulcsar@econ.ubbcluj.ro
Claudia-Izabela CRENGANEȘ Bachelor in economy, Faculty of Economics and Business Administration, Babeș-Bolyai University of Cluj-Napoca, Romania, e-mail: gothard_klaudia@yahoo.com

DOI:

https://doi.org/10.24193/subbnegotia.2019.3.03

Keywords:

music, marketing-mix, Imagine Dragons, Lady Gaga, end product, personalization.

Abstract

It is a fact that consumer behaviour changes according to the decisive events that occur in people's lives. More precisely, they buy different products or services when events such as marriage, childbirth or the loss of a family member occur. Music, on the other hand, is a service product which use does not change depending on what events occur in people's lives. In fact, there are songs that are required at weddings, christenings and funerals. This article examines first of all (a) what defines the songs of Imagine Dragons and Lady Gaga, more specifically (1) the source of their emotions in their songs, (2) what these songs provide beyond emotions and how these things materialize, (3) what they convey to society, as well as (b) how marketing mix elements are represented in the music industry.

JEL classification: M31

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