Introduction
1. Planning marketing strategically
2. Planning marketing strategically
3. Analyzing internal resources and external forces
4. Researching current and potential customers
5. Establishing strategic goals
6. Understanding consumer motivation and segmentation
7. Discovering product benefits
8. Determining the product price
9. Distributing the product to the consumer
10. Creating marketing media
11. Managing social media to gain earned media
12. Implementing the marketing plan
Biography
Bonita M. Kolb is Professor Emeritus of Business Administration at Lycoming College, USA.
“A timely and insightful guide for navigating today’s complex creative economy. Dr. Kolb skillfully blends marketing theory with practical tools, offering students and practitioners a strategic roadmap for promoting cultural and artistic organizations in a digital and socially conscious age.”
Fevzi Okumus, Pegasus Professor & CFHLA Preeminent Chair Professor, Rosen College of Hospitality Management, University of Central Florida, USA"In a world where art and the market dance together with a complicated rhythm, Dr Kolb’s Marketing Strategies for the Creative and Cultural Industries arrives not as a textbook, but as a compass, guiding creative professionals, cultural managers, and the everyday makers to translate their art into the language of the markets. With theoretical frameworks that feel more like choreography than cold analysis, she teaches us how to move in harmony with audiences and how to use data to serve inspiration. What makes this book extraordinary is its unwavering belief in the value of creativity – not as a commodity, but as a force of transformation. For any creative maker yearning to be seen and heard but also for all the cultural institutions around the globe seeking impact and sustainability, this book is both scholarly and soulful, passionate and pragmatic, a symphony of insight for the creators who want to powerfully claim their place in the world."
Zafeirenia Brokalaki, Lecturer in Marketing and Communication, Queen Mary University of London, UK
