Marketing Strategy for the Creative and Cultural Industries

By Bonita M. Kolb

Book Overview

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.

• Format: Paperback
• Language: English
• ISBN: 0367419777
• ISBN13: 9780367419776
• Release Date: September 2020
• Publisher: Routledge
• Length: 324 Pages
• Weight: 1.25 lbs.
• Dimensions: 0.7" x 6.1" x 9.2"