Digital customer relationship management in music industry : Sony Music - an internet company?

TL;DRAbstract

Digital customer relationship management in music industry –research studied customers and customer behavior in an online environment. Digital customer relationship management (CRM) was researched from the music industry perspective. Customer communication in online environment is studied in order to create new tools and opportunities to communicate with customers. Customer involvement, means of getting customers part of marketing and possibilities of crowdsourcing was studied in this research.
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\nQualitative method has been used in order to create valuable results. Methodology used is case studies. Tune, Anna Abreu, Sony Music website, Promocard and Open disk were used as case studies to bring the results into practice and to create a competitive edge for these products.
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\nResearch results show that customers have changed, which creates pressure in creating new communication models in an online environment with customers as well as new business models. Customers s

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