Marketing Strategy for the Creative and Cultural Industries
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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.