This refreshed and updated 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.
This refreshed and updated 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.
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
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
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