Marketing Strategy for the Creative and Cultural Industries
- Author: Kolb, Bonita M.
Book
$215.50Out of Stock
Contents
- 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