Marketing Strategy for the Creative and Cultural Industries
- ISBN-10
- 1000190374
- ISBN-13
- 9781000190373
- Category
- Business & Economics
- Pages
- 272
- Language
- English
- Published
- 2020-09-23
- Publisher
- Routledge
- Author
- Bonita M. Kolb
Description
Developing and executing marketing strategies is a vital aspect of any business and few books currently cover this with relation to creative industries. This textbook provides students and managers in the creative industries with a solid grounding in how to maximize the impact of their marketing efforts across a range of business types in the creative and cultural industries. The author, an experienced cultural marketing educator, provides sector-contextual understanding to illuminate the field by: taking a strategic approach to developing marketing plans bringing together strategic planning, market research, goal setting, and marketing theory and practice explaining how content marketing on social media encourages a relationship with consumers so that they co-promote the creative product With a range of learning exercises and real-life examples throughout, this text shows students how to create successful marketing plans for their creative businesses. This refreshed edition is a valuable resource for students and tutors of creative, cultural and arts marketing worldwide.
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