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Med känsla för marknadsföring - En undersökning av Roskildefestivalens marknadsföring i sociala medier och Roskilde Road Trip Malmö

Rescala, Isabel LU (2013) KULK10 20131
Division 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:
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
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},
  keyword      = {Marketing,4P:s,Philip Kotler,Roskilde Festival,music festival Marknadsföring,4 P:n,Roskildefestivalen,musikfestival},
  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},
}