Beatles vs. BTS: Brand marketing of the Pop Groups

Yong Gu Suh, Gary Davies, Regina Burnasheva

Research output: Contribution to journalArticlepeer-review


This study aims to explain and illustrate changes in the way pop groups have been managed and marketed over time using two exemplars, the Beatles and BTS, as examples of best …
Original languageEnglish
Pages (from-to)29-39
Number of pages11
JournalJournal of Korea Culture Industry
Issue number2
Publication statusPublished - 30 Jun 2021


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