TY  - BOOK
AU  - Kolb,Bonita M.
TI  - Marketing strategy for the creative and cultural industries
T2  - Mastering management in the creative and cultural industries
SN  - 9780367817077
AV  - NX634 
U1  - 700.68/8 23
PY  - 2021///
CY  - Abingdon, Oxon, New York, NY
PB  - Routledge
KW  - Arts
KW  - Marketing
KW  - Performing arts
KW  - Cultural industries
KW  - Management
KW  - BUSINESS & ECONOMICS / General
KW  - bisacsh
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - BUSINESS & ECONOMICS / Industries / Service Industries
N2  - "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"--
UR  - https://www.taylorfrancis.com/books/9780367817077
UR  - http://www.oclc.org/content/dam/oclc/forms/terms/vbrl-201703.pdf
ER  -