For Consumer Product Strategy Professionals

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	May 5, 2008 European Digital Music Converting Nonbuyers by Mark Mulligan with Ian Fogg

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Executive Summary

A host of innovative digital music service announcements indicate renewed momentum in the digital music marketplace. However Apple's iTunes Music Store remains the dominant force.

Key Questions

• How does European digital music opportunity differ by country?
• What are the key characteristics of digital music buyers and digital music prospects?
• What tactics should be employed to convert prospects?

This is an excerpt

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