Marketing Strategy for the Creative and Cultural Industries

ISBN-13: 9780367419769 / Angielski / Twarda / 2020 / 324 str.

Bonita M. Kolb

Opis

This refreshed and updated 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.

Spis treści

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

O autorze

Bonita M. Kolb is Professor Emeritus of Business at Lycoming College, USA.