Marketing Strategy for Creative and Cultural Industries

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.

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