Marketing Strategy for Creative and Cultural Industries

Marketing Strategy for Creative and Cultural Industries
Author: Bonita M. Kolb
Publisher: Routledge
Total Pages: 248
Release: 2016-01-29
Genre: Business & Economics
ISBN: 1317429796

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.

Strategic Analysis

Strategic Analysis
Author: Jonathan Gander
Publisher: Routledge
Total Pages: 332
Release: 2017-02-24
Genre: Business & Economics
ISBN: 1317289471

Though their primary concern, organizations in the creative industries don’t only succeed or fail based on the exercise of their creative resources. Their fortunes also depend on their understanding and approach to the problem of competition. In Strategic Analysis: A creative and cultural industries perspective, Jonathan Gander offers a much needed introduction to how the practice of strategic thinking and analysis can be applied to this diverse and dynamic field. The book employs a range of competitive scenarios and case studies in which to practically apply a recommended set of analytical frameworks and examine the strategic challenge facing the enterprise and the wider sector. This concise and practical text focuses on providing a clear series of steps through which to identify and tackle strategic issues facing an enterprise, making it perfect reading for students and practitioners in the creative sector who seek a strategic understanding of the competition they are involved in.

Marketing Strategy for the Creative and Cultural Industries

Marketing Strategy for the Creative and Cultural Industries
Author: Bonita Kolb
Publisher: Taylor & Francis
Total Pages: 333
Release: 2020-09-16
Genre: Business & Economics
ISBN: 1000190358

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.

Marketing Strategy for Creative and Cultural Industries

Marketing Strategy for Creative and Cultural Industries
Author: Bonita M. Kolb
Publisher: Routledge
Total Pages: 261
Release: 2016-01-29
Genre: Business & Economics
ISBN: 131742980X

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.

Culture Management

Culture Management
Author: Lukasz Wroblewski
Publisher: Logos Verlag Berlin GmbH
Total Pages: 197
Release: 2017-01-30
Genre: Business & Economics
ISBN: 3832543783

"Dr Lukasz Wroblewski's book Culture Management: Strategy and Marketing Aspects clearly recognises that the pressures on the cultural sector in the 21st Century are greater than ever before. Based on robust academic research within a practical industry context, this book addresses all the key issues related to marketing strategy and planning for the cultural industries. It will be an invaluable tool for managers, policy-makers and all those working in the creative and cultural world, and will help them to develop sound strategies for the future." Dr Kim Lehman Tasmanian School of Business and Economics, University of Tasmania "Dr Wroblewski's book explains clearly what has changed to make the use of business models necessary, even in organizations which might have resisted in the past. Globalization has resulted in a population which understands and appreciates art and culture created in other countries. While it might be agreed that this is beneficial for society, it means that cultural arbitrators within a country no longer have the authority to dictate what is accepted as culture. Managers now understand that to gain the support of the public they must explain the benefits of consuming their cultural product." Dr Bonita M. Kolb Professor Emeritus of Lycoming College in Pennsylvania "A thoughtful and penetrating analysis of culture management addressing marketing strategies and cultural institutions. An important `must read' book for those involved in this exciting sector." Prof Adrian Payne University of UNSW Business School, University of New South Wales

The Oxford Handbook of Creative Industries

The Oxford Handbook of Creative Industries
Author: Candace Jones
Publisher: OUP Oxford
Total Pages: 560
Release: 2015-07-23
Genre: Business & Economics
ISBN: 0191062278

The Oxford Handbook of Creative Industries is a reference work, bringing together many of the world's leading scholars in the application of creativity in economics, business and management, law, policy studies, organization studies, and psychology. Creative industries research has become a regular theme in academic journals and conferences across these subjects and is also an important agenda for governments throughout the world, while business people from established companies and entrepreneurs revaluate and innovate their models in creative industries. The Handbook is organized into four parts: Following the editors' introduction, Part One on Creativity includes individual creativity and how this scales up to teams, social networks, cities, and labour markets. Part Two addresses Generating and Appropriating Value from Creativity, as achieved by agents and organizations, such as entrepreneurs, stars and markets for symbolic goods, and considers how performance is measured in the creative industries. Part Three covers the mechanics of Managing and Organizing Creative Industries, with chapters on the role of brokerage and mediation in creative industry networks, disintermediation and glocalisation due to digital technology, the management of project-based organzations in creative industries, organizing events in creative fields, project ecologies, Global Production Networks, genres and classification and sunk costs and dynamics of creative industries. Part Four on Creative Industries, Culture and the Economy offers chapters on cultural change and entrepreneurship, on development, on copyright, economic spillovers and government policy. This authoritative collection is the most comprehensive source of the state of knowledge in the increasingly important field of creative industries research. Covering emerging economies and new technologies, it will be of interest to scholars and students of the arts, business, innovation, and policy.

The Creative Industries

The Creative Industries
Author: Terry Flew
Publisher: SAGE
Total Pages: 250
Release: 2011-11-15
Genre: Social Science
ISBN: 1446273083

"Moving from age-old warnings about the influence of the cultural industry to a tentative embrace of a global creative society, Terry Flew′s new book provides an excellent overview of this exciting field. Warmly recommended for students and policymakers alike." - Mark Deuze, Indiana University "A comprehensive text on the state of the art of the creative industries... a running commentary on the ebb and flow of both the academic debates (from cultural studies, cultural economics, organisational studies, economic geography and urban sociology) and the policy initiatives that seek to frame the field for outsiders. An ideal primer." - Andy C Pratt, King′s College London The rise of creative industries requires new thinking in communication, media and cultural studies, media and cultural policy, and the arts and information sectors. The Creative Industries sets the agenda for these debates, providing a richer understanding of the dynamics of cultural markets, creative labour, finance and risk, and how culture is distributed, marketed and creatively re-used through new media technologies. This book: Develops a global perspective on the creative industries and creative economy Draws insights from media and cultural studies, innovation economics, cultural policy studies, and economic and cultural geography Explores what it means for policy-makers when culture and creativity move from the margins to the centre of economic dynamics Makes extensive use of case studies in ways that are relevant not only to researchers and policy-makers, but also to the generation of students who will increasingly be establishing a ′portfolio career′ in the creative industries. International in coverage, The Creative Industries traces the historical and contemporary ideas that make the cultural economy more relevant that it has ever been. It is essential reading for students and academics in media, communication and cultural studies.

Rethinking Strategy for Creative Industries

Rethinking Strategy for Creative Industries
Author: Milan Todorovic
Publisher: Routledge
Total Pages: 266
Release: 2016-03-02
Genre: Art
ISBN: 1317911865

Creative Industry practices are increasingly manifested through hybrid models and methods and emerging sub-sectors. With ever finer dividing lines between form and content, product and service, participation and consumption, the distinctions between sectors are increasingly blurred, while new, convergent models emerge. Reflecting this fluid context, this book provides a new perspective on strategy in the Creative Industries. Based on extensive original research and live empirical data derived from case studies, interviews, and observations with creative managers, it reveals strategic decision-making by analysing business manoeuvres and stages of innovation in the Creative Industries. Through analysing the interactive features of aesthetically driven information assets, and how new user/consumer cultures are applied, it uncovers the principles that are transforming strategy in the Creative Industries. This innovative volume will be of significant interest to scholars, advanced students and practitioners in the Creative Industries as well as well as industry consultancies and practitioners.

Thriving in a New World Economy

Thriving in a New World Economy
Author: Kirk Plangger
Publisher: Springer
Total Pages: 0
Release: 2015-11-03
Genre: Business & Economics
ISBN: 9783319241463

This volume includes the full proceedings from the 2012 World Marketing Congress and Cultural Perspectives in Marketing held in Atlanta, Georgia with the theme Thriving in a New World Economy. The focus of the conference and the enclosed papers is on global marketing thought, issues and practices. This volume presents papers on various topics including marketing management, marketing strategy, and consumer behavior. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.​

The Cultural Industries

The Cultural Industries
Author: David Hesmondhalgh
Publisher: SAGE Publications Limited
Total Pages: 316
Release: 2002-05-24
Genre: Art
ISBN:

`This is both a smashing textbook and also an impressive contribution to thinking in a range of subjects. This book should influence the way we construct the undergraduate curriculum as well as rethink the polarizaton between political economy and cultural studies′- Frank Webster, City University `A wonderfully clear, insightful and original synthesis of work on the cultural industries, representing the perspectives of the new generation of researchers′ - James Curran, Goldsmiths College, University of London `The Cultural Industries is an indispensable guide to the main forces at work in the production of media today. This lucid, careful, and sophisticated book orders the entire field, for the US as well as Europe, and at one stroke becomes the state of the art, the standard′ - Todd Gitlin, New York University `David Hesmondhalgh offers us a valuable resource and a timely provocation... [A] very well organised and clearly written introduction to this increasingly important area of study. Students and teachers wanting a comprehensive and accessible guide to what we know and where we might be heading will welcome it with open arms... His book deserves to be required reading on every media and cultural studies course′ - Graham Murdock, University of Loughborough ′ The arguments within [this book] provide both a timely overview of current scholarship and offer a unique multidisciplinary approach to the topic in a clear and concise manner′ - TOPIA: Canadian Journal of Cultural Studies What are the ′cultural industries′? What role do they play in contemporary society? How are they changing? The Cultural Industries combines a political economy approach with the best aspects of cultural studies, sociology, communication studies and social theory to provide an overview of the key debates surrounding cultural production. The book: -Considers both the entertainment and the information sectors -Combines analysis of the contemporary scene with a long-range historical perspective -Draws on an range of examples from North America, the United Kingdom, Europe and elsewhere. Hesmondhalgh′s clearly written, thoroughly argued overview of political-economic, organizational, technological and cultural change represents an important intervention in research on cultural production, but at the same time provides students with an accessible, indispensable introduction to the area.