Marketing Strategy for the Creative and Cultural Industries
Product details
- ISBN 9780367419769
- Weight: 770g
- Dimensions: 156 x 234mm
- Publication Date: 17 Sep 2020
- Publisher: Taylor & Francis Ltd
- Publication City/Country: GB
- Product Form: Hardback
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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.
Bonita M. Kolb is Professor Emeritus of Business at Lycoming College, USA.
