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Marketing Strategy for Creative and Cultural Industries (Paperback) (Bonita M. Kolb)
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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;
With a range of learning exercises and real-life examples throughout, this text will show students how to create successful marketing plans for their creative businesses and will be a valuable resource for students and tutors in the creative industries. It will also be of use to those interested in marketing more generally.