Marketing Strategy for the Creative and Cultural Industries

By:

Bonita Kolb

Format:

Hardback

Series:

Discovering the Creative Industries

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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.

Author Biography:

Bonita M. Kolb is Professor Emeritus of Business at Lycoming College, USA.

Release date Australia

September 17th, 2020

Author

Bonita Kolb

Audience

Tertiary Education (US: College)

Edition

2nd edition

Pages

324

Series

Discovering the Creative Industries

ISBN-13

9780367419769

Product ID

33397163

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