Bonita Kolb (USA Lycoming College)

Marketing Strategy for the Creative and Cultural Industries

• Broschiertes Buch

Produktbeschreibung

This refreshed and updated 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.

Produktdetails

• Discovering the Creative Industries
• Verlag: Taylor & Francis Ltd
• 2 ed
• Seitenzahl: 324
• Erscheinungstermin: 17. September 2020
• Englisch
• Abmessung: 168mm x 232mm x 29mm
• Gewicht: 514g
• ISBN-13: 9780367419776
• ISBN-10: 0367419777
• Artikelnr.: 59995976

Autorenporträt

Bonita M. Kolb is Professor Emeritus of Business at Lycoming College, USA.

Inhaltsangabe

Introduction 1. Marketing Strategy in a Social Media Age 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. Using Owned Media
to Gain Earned Media 12. Implementing the Marketing Plan Appendix