Why the Music Industry Must Change Its Strategy to Reach Digital Natives
Mark Mulligan is vice president and research director at Forrester Research, serving consumer product strategy professionals. He is a leading expert on music and digital media.
The music industry’s fortunes (or lack thereof) are familiar to most. The CD is suffering one of the longest death rattles in consumer product history, and it is becoming painfully clear that digital downloads are no knight in shining armor about to whisk up the fallen music business and ride off into the revenue growth sunset.
So how did we get here? What happened? The answer is simple: You. ...
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