2nd Edition

Entrepreneurship for the Creative and Cultural Industries

By Bonita M. Kolb Copyright 2020
    258 Pages
    by Routledge

    258 Pages
    by Routledge

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    Artists, musicians, actors, singers, designers and other creative individuals need to understand basic business concepts if they are to successfully pursue their chosen artistic profession. These skills have historically not been taught to creative students, which leaves them unprepared to make a living from their artistic efforts. Entrepreneurship for the Creative and Cultural Industries will teach the basics of business in a way that is relevant to the challenges of running a small business marketing a creative product.

    Whether it is understanding the basics of business language, appreciating the crucial importance of finance, or using social media marketing, this innovative textbook covers the entrepreneurial skills required to succeed in the creative sector. Including advice from artists who have turned their idea into a profitable business and worksheets that can be combined into a simple business plan, Kolb helps non-business-minded creatives to understand everything they need to succeed in the increasingly competitive creative economy.

    This textbook is essential reading for non-business students who are looking to understand the business side of the creative sector, while its practical style will also suit recent graduates in these industries.

    Introduction Part 1: Finding Your Entrepreneurial Inspiration 1. Art, Culture and Entrepreneurship 2. Making the Dream a Reality 3. Researching Competitors and Customers Part 2: Creating Your Entrepreneurial Business 4. Analyzing the Product and its Benefits 5. Targeting the Right Customer 6. Mastering the Numbers 7. Distributing Your Product 8. Promoting and Branding the Product 9. Building Social Media Relationships Part 3: Growing Your Business to the Next Level 10. Financial Concepts for Success 11. Expanding the Business 12. Legal and Management Issues for Growth


    Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming

    College, USA.