Successful marketing strategies are a vital aspect of any business. This textbook provides students and potential 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.
With a range of learning exercises and real-life examples, this text shows how to create and execute successful marketing plans for creative businesses and is useful for marketing students and practitioners.
'Dr. Kolb has lead the development of educational tools to support the cultural and creative industries. This book is essential reading for the classroom, as well as for incubators and entrepreneurs. It puts marketing strategy at the center stage of any successful venture in the CCI and provides a precise roadmap to achieve it.' - Javier Hernández-Acosta, Professor, Universidad del Sagrado Corazón and Consultant for cultural and creative industries, Puerto Rico.
'Up to date, excellent and timely, this text uniquely addresses the development of marketing plans for companies from within the creative and cultural sector. The book is full of teaching aids with a structure to encourage integrated practice and theoretical learning. I strongly recommend this book for all students in the field of creative business.' - Paul M.W. Hackett, Faculty, Emerson College, USA and Academic Visitor, Oxford University, UK
'The field of arts marketing is a hugely important area for constructing knowledge about the arts. With this practical guide to understanding the application of marketing in the arts, Bonita Kolb makes a significant contribution to this field.' - Peter Zackariasson, Associate Professor, University of Gothenburg, Sweden
1. Strategically Planning Marketing 1.1 The Relationship Between Strategic Planning and Marketing 1.2 Having a Marketing Mindset 1.3 The Components of Marketing 1.4 The Marketing Plan 2. Understanding the Effect of Social Media on Organizations 2.1 Categorizing the Creative and Cultural Industries 2.2 Social Media and Consumer Participation 2.3 Social Media, Products and Promotion 2.4 Writing the Organization’s Mission and Vision Statements 2.5 Developing the Organization’s Value Statement 3. Analyzing Internal Resources and External Forces 3.1 Analyzing Internal Resources 3.2 Assessing Organizational Culture 3.3 Secondary Research Question and Process 3.4 Scanning the External Environment 4. Researching Current and Potential Customers 4.1 Information Needed by Organizations 4.2 Finding Research Participants 4.3 Descriptive Primary Research Methods 4.4 Exploratory Primary Research Methods 4.5 Social Media and Consumer Research 5. Establishing Strategic Goals, Objectives and Tactics 5.1 Strategic Planning Process 5.2 SWOT Analysis 5.3 Competitive Advantage 5.4 Deciding Strategic Goals 6. Understanding Consumer Motivation and Segmentation 6.1 Social Media and Segmentation of Consumers 6.2 Factors Affecting the Consumer Purchase Decision 6.3 Factors Affecting the Organization Purchase Decision 6.4 Bases for Consumer Segmentation 6.5 Segmentation and Positioning Strategies 7. Uncovering Product Attributes and Benefits 7.1 Product Purchase Process 7.2 Nature of Products 7.3 Analyzing Product Attributes 7.4 Developing New Products 8. Determining Pricing Methods and Tactics 8.1 The Meaning of Price 8.2 Types of Costs 8.3 Special Pricing Issues 8.4 Primary Pricing Methods 8.5 Special Pricing Tactics 9. Distributing the Product to the Consumer 9.1 Distribution Intermediaries 9.2 Channel Selection Process 9.3 Distribution Through Retailers 9.4 Distribution Using Online Marketplaces 9.5 Distribution and the Sales Process 10. Creating Paid and Owned Media 10.1 Traditional vs. New Categorizations of Media 10.2 Paid Media 10.3 Owned Media – Traditional 10.4 Owned Media – Social 11. Managing Social Media to Gain Earned Media 11.1 Earned Media 11.2 Social Media Relationships Between Organization and Customer 11.3 Social Media and Online Community Building 11.4 Content Marketing 11.5 Analytics and Measuring Effectiveness 12. Implementing the Marketing Plan 12.1 Using Culture to Implement Change 12.2 Creating a Marketing Budget 12.3 Developing a Timeline 12.4 Social Media Implementation Challenges
Creative and cultural industries account for a significant share of the global economy and working in these sectors is proving increasingly popular for graduates across a wide array of educational institutions. Business and Management skills are a vital part of the future of these sectors, and there are a growing number of degree schemes reflecting this.
This series provides a range of relatively short textbooks covering all the key business and management themes of interest within the creative and cultural industries. With consistent production quality, pedagogical features and writing style, each book provides essential reading for a core unit of any arts / cultural management or creative industries degree and the series as a whole provides a comprehensive resource for those studying in this field.