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You Can't Buy It If You Don't Know It Exists

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Executive Summary

Rock groups can lose as much as 40% of their potential sales because consumers don't know enough about them, says the Stanford Business School's Alan Sorensen. There are lots of crowded markets out there where lack of information skews sales. You won't see anything written about bands like the Foo Fighters or the Bloodhound Gang in the pages of most academic journals. But a study of music sales by Alan Sorensen of the Stanford Graduate School of Business and Ken Hendricks of the University of Texas at Austin says that pop groups like the two alternative rock bands lose out on as much as 40% of potential sales because consumers don't get enough information about them.

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