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Marketing Strategy for the Creative and Cultural Industries (Discovering the Creative Industries) (en Inglés)
Bonita Kolb (Autor)
·
Routledge
· Tapa Blanda
Marketing Strategy for the Creative and Cultural Industries (Discovering the Creative Industries) (en Inglés) - Bonita Kolb
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Origen: Estados Unidos
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Reseña del libro "Marketing Strategy for the Creative and Cultural Industries (Discovering the Creative Industries) (en Inglés)"
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.
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