Med känsla för marknadsföring - En undersökning av Roskildefestivalens marknadsföring i sociala medier och Roskilde Road Trip Malmö
(2013) KULK10 20131Division of Cultural Management
- Abstract
- The purpose of this thesis is to study the marketing of Roskilde Festival through social media and Roskilde Road Trip Malmö as a case. My main research questions are: What does the maketing of the festival look like in social media? How does the marketing of Roskilde Festival relate to three of the four P:s? Is there something special about their marketing? Has the poster and the artists on it changed compared to other years? I discuss why Roskilde Festival survives while others don’t.
The thesis is descriptive and the methods I have used are text analysis, case study, observation through participating and interviews.
My theoretical standpoints mainly come from Philip Kotler’s marketing concept in Marketing insights from A to Z, Kotler... (More) - The purpose of this thesis is to study the marketing of Roskilde Festival through social media and Roskilde Road Trip Malmö as a case. My main research questions are: What does the maketing of the festival look like in social media? How does the marketing of Roskilde Festival relate to three of the four P:s? Is there something special about their marketing? Has the poster and the artists on it changed compared to other years? I discuss why Roskilde Festival survives while others don’t.
The thesis is descriptive and the methods I have used are text analysis, case study, observation through participating and interviews.
My theoretical standpoints mainly come from Philip Kotler’s marketing concept in Marketing insights from A to Z, Kotler on marketing and Marketing an introduction. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/4064496
- author
- Rescala, Isabel LU
- supervisor
- organization
- alternative title
- A sense for marketing - A study of Roskilde Festival's social media marketing and Roskilde Road Trip Malmö
- course
- KULK10 20131
- year
- 2013
- type
- M2 - Bachelor Degree
- subject
- keywords
- Marketing, 4P:s, Philip Kotler, Roskilde Festival, music festival Marknadsföring, 4 P:n, Roskildefestivalen, musikfestival
- language
- Swedish
- id
- 4064496
- date added to LUP
- 2013-10-09 09:27:29
- date last changed
- 2014-05-16 14:35:36
@misc{4064496, abstract = {{The purpose of this thesis is to study the marketing of Roskilde Festival through social media and Roskilde Road Trip Malmö as a case. My main research questions are: What does the maketing of the festival look like in social media? How does the marketing of Roskilde Festival relate to three of the four P:s? Is there something special about their marketing? Has the poster and the artists on it changed compared to other years? I discuss why Roskilde Festival survives while others don’t. The thesis is descriptive and the methods I have used are text analysis, case study, observation through participating and interviews. My theoretical standpoints mainly come from Philip Kotler’s marketing concept in Marketing insights from A to Z, Kotler on marketing and Marketing an introduction.}}, author = {{Rescala, Isabel}}, language = {{swe}}, note = {{Student Paper}}, title = {{Med känsla för marknadsföring - En undersökning av Roskildefestivalens marknadsföring i sociala medier och Roskilde Road Trip Malmö}}, year = {{2013}}, }