Marketing Strategy for the Creative and Cultural Industries

di Bonita Kolb (Autore)

Taylor & Francis Ltd, 2020

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.

• Autore: Bonita Kolb
• Editore: Taylor & Francis Ltd
• Collana: Discovering the Creative Industries
• Anno: 2020
• Rilegatura: Hardback
• Pagine: 324 p.
• Dimensioni: 234 x 156 mm
• Peso: 453 gr.
• EAN: 9780367419769

Testo in English