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Beyond The Lineup: An Exploration Of Consumer Loyalty At Bonnaroo Music & Arts Festival, Anna Richardson
Beyond The Lineup: An Exploration Of Consumer Loyalty At Bonnaroo Music & Arts Festival, Anna Richardson
Honors Theses
The rise of the Internet and the accelerated technological changes associated with the creation of the Internet have led to a restructuring of business structures in the music industry. These changes in technology coupled with changes in consumer preferences have led to a rise in the popularity and profitability of the live music sector, and specifically music festivals. The market for music festivals is becoming more saturated, and festival organizers are having to find new and distinct ways to differentiate their offerings. In order to maintain competitive positioning in a progressively saturated market, festival organizers must rely on differentiation and …
Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway
Sustainability Of Direct Sellers In Marketing, Ashten N. Holloway
Honors Theses
This paper examines the characteristics of people who are a good fit for a career in direct selling marketing as well as the characteristics of those who are not. It is also an examination of the motivations to join direct selling and the different levels of “success” that some may find in their careers as direct sellers. Some of the motivators for success came from emotional drives while some were situational. Analysis of the questionnaires given to each participant led to the discovery of three common determinants of what does make a successful direct seller and four determinants of characteristics …