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Mastering Management in the Creative and Cultural Industries Ser.: Marketing Strategy for Creative and Cultural Industries by Bonita M. Kolb (2020, Trade Paperback)

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US $57.28

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Author Bonita Kolb. This refreshed edition is a valuable resource for students and tutors of creative, cultural and arts marketing worldwide. Title Marketing Strategy for the Creative and Cultural Industries.

About this product

Product Identifiers

Publisher
Taylor & Francis Group
ISBN-10
0367419777
ISBN-13
9780367419776
eBay Product ID (ePID)
23050084502

Product Key Features

Number of Pages
272 Pages
Language
English
Publication Name
Marketing Strategy for Creative and Cultural Industries
Publication Year
2020
Subject
Industries / Service, Marketing / General, Business Aspects, General
Type
Textbook
Author
Bonita M. Kolb
Subject Area
Art, Performing Arts, Business & Economics
Series
Mastering Management in the Creative and Cultural Industries Ser.
Format
Trade Paperback

Dimensions

Item Length
9.2 in
Item Width
6.2 in

Additional Product Features

Edition Number
2
Intended Audience
College Audience
LCCN
2020-016779
Reviews
Praise for the previous edition: 'Dr. Kolb has lead the development of educational tools to support the cultural and creative industries. This book is essential reading for the classroom, as well as for incubators and entrepreneurs. It puts marketing strategy at the center stage of any successful venture in the CCI and provides a precise roadmap to achieve it.'-- Javier Hernández-Acosta, Professor, Universidad del Sagrado Corazón and Consultant for cultural and creative industries, Puerto Rico 'Up to date, excellent and timely, this text uniquely addresses the development of marketing plans for companies from within the creative and cultural sector. The book is full of teaching aids with a structure to encourage integrated practice and theoretical learning. I strongly recommend this book for all students in the field of creative business.'-- Paul M.W. Hackett, Faculty, Emerson College, USA 'The field of arts marketing is a hugely important area for constructing knowledge about the arts. With this practical guide to understanding the application of marketing in the arts, Bonita Kolb makes a significant contribution to this field.'-- Peter Zackariasson, Associate Professor, University of Gothenburg, Sweden
Dewey Edition
23
Dewey Decimal
700.688
Table Of Content
Introduction 1. Marketing Strategy in a Social Media Age 2. Planning Marketing Strategically 3. Analyzing Internal Resources and External Forces 4. Researching Current and Potential Customers 5. Establishing Strategic Goals 6. Understanding Consumer Motivation and Segmentation 7. Discovering Product Benefits 8. Determining the Product Price 9. Distributing the Product to the Consumer 10. Creating Marketing Media 11. Using Owned Media to Gain Earned Media 12. Implementing the Marketing Plan Appendix
Synopsis
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., 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.
LC Classification Number
NX634.K65 2021

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Picture 1 of 1

Mastering Management in the Creative and Cultural Industries Ser.: Marketing Strategy for Creative and Cultural Industries by Bonita M. Kolb (2020, Trade Paperback)

About this product

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Factfulness: Ten Reasons We're Wrong About The World - And Why Things Are Better Than You Think by Hans Rosling, Anna Rosling Roennlund, Ola Rosling (Paperback, 2019)

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The Barefoot Investor: The Only Money Guide You'll Ever Need by Scott Pape (Paperback, 2016)

Diagnostic and Statistical Manual of Mental Disorders by American Psychiatric Association (5th Edition, Paperbook, 2013)

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