Marketing strategy for the creative and cultural industries /
By: Kolb, Bonita M
.
Series: Mastering management in the creative and cultural industries.Publisher: London ; New York : Routledge, Taylor & Francis Group, 2016Description: xiii, 246 p. ; 24 cm.Content type: text | text Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9781138913622; 9781138913622:; 1138913626; 9781138913639; 1138913634; 9781315691336; 1315691337.Subject(s): Arts -- Marketing | Performing arts -- Marketing | Cultural industries -- ManagementDDC classification: 700.688 KOL Summary: 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.
| Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
Standard Loan
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ATU Sligo Yeats Library Main Lending Collection | 700.688 KOL (Browse shelf(Opens below)) | Available | 0065236 |
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.