Marketing managers in record retail are responsible for promoting products. They direct all marketing activity for a specific record retailer. In large retail companies, they may be partly responsible for this, with other members of a team, under a marketing director. The work initially involves identifying target markets for record companies. From this marketing opportunities are exploited for individual products to create an overall plan.
Marketing managers working for international record retailers may need to identify target markets and marketing activities within the different countries they trade with. They need good knowledge of current exchange rates, local taxes and import regulations.
The record retail industry is made up of large retail chains and smaller local chains. There are also independent and specialist retailers. New marketing tasks and roles have emerged with the rise of music sales through the internet.