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

Detta är en Kandidat-uppsats från Lunds universitet/Avdelningen för kulturadministration

Sammanfattning: 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.

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