Participative Marketing for Local Radio
Chapter 1: What is radio marketing?

This chapter introduces the idea of marketing, and shows how it can be best used in local radio.

In this chapter...

1.1 Views of marketing

1.2 For radio, marketing is different

1.3 Stakeholders in radio

1.4 Product orientation and market orientation

1.5 The three goals for a radio station

1.6 The three-legged model of funding

1.7 Marketing and community development

1.8 Using all aspects of marketing