Marketing Strategy for the Creative and Cultural Industries (Discovering the Creative Industries)

Kolb, Bonita

Arts & Photography

Routledge

Product Description Developing and executing marketing strategies is a vital aspect of any business and few books currently cover this with relation to creative industries. This 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.The author, an experienced cultural marketing educator, provides sector-contextual understanding to illuminate the field by: • taking a strategic approach to developing marketing plans;• bringing together strategic planning, market research, goal setting, and marketing theory and practice;• explaining how content marketing on social media encourages a relationship with consumers so that they co-promote the creative product.With a range of learning exercises and real-life examples throughout, this text shows students how to create successful marketing plans for their creative businesses. This refreshed edition is a valuable resource for students and tutors of creative, cultural and arts marketing worldwide. Review Praise for the previous edition:'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'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 About the Author Bonita M. Kolb is Professor Emeritus of Business at Lycoming College, USA.

Tourism Marketing for Cities and Towns

Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets. * Thorough treatment and succinct coverage of marketing theory specific to the tourism industry * Focuses on developing the branded destination with special emphasis on promotional planning * Contains practical international examples, discussion questions, and strategic planning worksheets

Business & Money

Economics

'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold. Firstly, it aims to educate the readers on how research can be utilized to help their organization reach its goals. Secondly, it shows how to conduct different methods of research, including focus groups, interviews, projective techniques, observations and surveys, and how to use the findings of these to improve products, target customers and develop effective promotions. Concise and well-structured, the text provides a step-by-step process to help the reader understand and apply the various research methodologies. 'Marketing Research for Non-profit, Community and Creative Organizations' is designed for students and will also be invaluable for managers working within non-profit or creative environments. * A unique book focusing on research methods for the nonprofit community * Shows how to conduct a range of methods to improve performance * Takes the reader through a step by step process

Marketing Research for Non-profit, Community and Creative Organizations: How to Improve Your Product, Find Customers and Effectively Promote Your Message

Management & Leadership

Tourism Marketing for Cities and Towns: Using Social Media and Branding to Attract Tourists

Marketing Research for the Tourism, Hospitality and Events Industries

This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research. The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report.  Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience.

Industries

This is a user-friendly textbook that covers qualitative, quantitative and social media methods, providing tourism, hospitality and events students and course leaders with an accessible guide for learning and teaching marketing research. The book contains essential information on how to conduct research on visitor trends, experiences, preferences and lifestyles, shedding light on customer preferences, product changes, promotional efforts and pricing differences to ensure the destination is successful. It offers guidance on how to write, conduct and analyze the results of surveys, or use qualitative methods such as focus groups, interviews, projective techniques and observation. It also illustrates how social media can be used as a new means to determine visitor preferences by analyzing online data and conversations. Other content includes suggestions and examples on turning research data into actionable recommendations as well as advice on writing and presenting the final report. Integrated with a wide range of case studies per chapter, this short and accessible textbook is essential reading for all students wishing to gain knowledge as to what visitors want from the travel, hospitality and/or event experience.

Tourism Marketing for Cities and Towns provides thorough and succinct coverage of marketing theory specific to the tourism industry. It focuses on developing the branded destination with special emphasis on promotional planning. In addition, it contains numerous international examples, discussion questions, and strategic planning worksheets.

'Marketing Research for Non-profit, Community and Creative Organizations' is a comprehensive guide to conducting research methods within the non-profit sector. Highly practical, the purpose of the book is two-fold. Firstly, it aims to educate the readers on how research can be utilized to help their organization reach its goals. Secondly, it shows how to conduct different methods of research, including focus groups, interviews, projective techniques, observations and surveys, and how to use the findings of these to improve products, target customers and develop effective promotions. Concise and well-structured, the text provides a step-by-step process to help the reader understand and apply the various research methodologies. 'Marketing Research for Non-profit, Community and Creative Organizations' is designed for students and will also be invaluable for managers working within non-profit or creative environments.

Marketing Research for Non-profit, Community and Creative Organizations: How to improve your product, find customers and effectively promote your message

Understanding how places, particularly cities and towns, are marketed to and consumed by tourists, is vital to anyone working in the tourism industry. By creating and promoting a unique branded destination, the successful marketer can attract new visitors to their city or tourism attraction. With the rise of social media, there is even more scope to explore how tourism marketers can use their own and other social media sites to communicate with today’s tech connected traveler. In a new updated volume, Tourism Marketing for Cities and Towns provides thorough and succinct coverage of place marketing theory specific to the tourism industry. It focuses on clearly explaining how to develop the branded destination with special emphasis on product analysis, promoting authenticity and, new to this edition, the use of social media to create the personalized experiences desired by visitors. In addition, it contains a wide range of international examples and perspectives from a large variety of different stakeholders, alongside discussion questions and strategic planning worksheets. This book provides both practical advice with real-world application and a theoretical background to the field as a whole. Written in an engaging style, this book will be valuable reading for upper level students and business practitioners of Tourism, Marketing, Urban Studies, Business Management and Leisure Studies.

See the best price to sell, buy, or rent books by Kolb, Bonita. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Kolb, Bonita

See the best price to sell, buy, or rent books by Kolb, Bonita. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Marketing Strategy for the Creative and Cultural Industries (Discovering the Creative Industries)

Marketing Strategy for the Creative and Cultural Industries (Discovering the Creative Industries)

Tourism Marketing for Cities and Towns

Marketing Research for Non-profit, Community and Creative Organizations: How to Improve Your Product, Find Customers and Effectively Promote Your Message

Tourism Marketing for Cities and Towns: Using Social Media and Branding to Attract Tourists

Marketing Research for the Tourism, Hospitality and Events Industries

Marketing Research for the Tourism, Hospitality and Events Industries

Tourism Marketing for Cities and Towns

Marketing Research for Non-profit, Community and Creative Organizations: How to improve your product, find customers and effectively promote your message

Tourism Marketing for Cities and Towns