Marketing Strategy for the 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. 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 bu