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Publications

Strategic Use of Music in Marketing, The: A Selective Review

By: Gerald Zaltman and Nancy Puccinelli
  • Format:Print
  • | Pages:17
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Abstract

Summarizes selected research on music and its impact on mood and shopping behavior, and its impact on the communication of ideas.

Keywords

Communication Intention and Meaning; Music Entertainment; Marketing Strategy; Consumer Behavior; Behavior

Citation

Zaltman, Gerald, and Nancy Puccinelli. "Strategic Use of Music in Marketing, The: A Selective Review." Harvard Business School Background Note 501-056, December 2000. (Revised March 2001.)

About The Author

Gerald Zaltman

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