Bonita M. Kolb

Marketing Strategy for the Creative and Cultural Industries

• Gebundenes Buch

Produktbeschreibung

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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Produktdetails

• Verlag: Routledge
• 2. Auflage
• Seitenzahl: 334
• Erscheinungstermin: 17. September 2020
• Englisch
• Abmessung: 240mm x 161mm x 23mm
• Gewicht: 666g
• ISBN-13: 9780367419769
• ISBN-10: 0367419769
• Artikelnr.: 59994704

Autorenporträt

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

Inhaltsangabe

Introduction 1. Marketing Strategy in a Social Media Age 2. Planning
Marketing Strategically 3. Analyzing Internal Resources and External Forces
4. Researching Current and Potential Customers 5. Establishing Strategic
Goals 6. Understanding Consumer Motivation and Segmentation 7. Discovering
Product Benefits 8. Determining the Product Price 9. Distributing the
Product to the Consumer 10. Creating Marketing Media 11. Using Owned Media
to Gain Earned Media 12. Implementing the Marketing Plan Appendix