Marketing strategy for the creative and cultural industries /
Kolb, Bonita M.,
Marketing strategy for the creative and cultural industries / - xiii, 246 p. ; 24 cm. - Mastering management in the creative and cultural industries .
Includes bibliographical references and index.
Developing and executing marketing strategies is a vital aspect of any business and few books currently cover this with relation to creative industries. Although there are a number of marketing principles which may be applied across the board, sector-contextual understanding can make a significant difference. This textbook provides students and potential 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 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.
9781138913622 9781138913622: £95.00 1138913626 9781138913639 1138913634 9781315691336 1315691337
Arts--Marketing.
Performing arts--Marketing.
Cultural industries--Management.
700.688 KOL
Marketing strategy for the creative and cultural industries / - xiii, 246 p. ; 24 cm. - Mastering management in the creative and cultural industries .
Includes bibliographical references and index.
Developing and executing marketing strategies is a vital aspect of any business and few books currently cover this with relation to creative industries. Although there are a number of marketing principles which may be applied across the board, sector-contextual understanding can make a significant difference. This textbook provides students and potential 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 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.
9781138913622 9781138913622: £95.00 1138913626 9781138913639 1138913634 9781315691336 1315691337
Arts--Marketing.
Performing arts--Marketing.
Cultural industries--Management.
700.688 KOL