Titlebook: Hit Brands; How Music Builds Val Daniel M. Jackson,Richard Jankovich,David Marcus Book 2013 Palgrave Macmillan, a division of Macmillan Pub

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Music as Currency,d advertising. During this time, nearly everything about how people communicate with one another, access information and arrive at purchasing decisions has evolved. This has tremendous implications for the current and future methods by which brands seek to reach their target demographics.

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Case Studies for Music as Currency,g strategy. Because of this innovative, cutting edge spirit, the brand has realized the power of more fully integrating music into its marketing strategy to address a recent challenge facing the company: Coca-Cola’s loss of relevance and cachet among teenagers.

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