Since a while, the music industry has been in a significant crisis due to the increasing piracy and free music downloads from the internet. While various reasons have been argued in the steep rise of illegal download and piracy activities related to music, the use of marketing and extensive marketing communications activities to promote music in order to provide an "added-value" to the musical products was one of the discussed activities to save the troubled sector. Beside observing marketing communications from a theoretical point of view, this book provides an analysis of two different...