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.
1. Strategically Planning Marketing 1.1 The Relationship Between Strategic Planning and Marketing 1.2 Having a Marketing Mindset 1.3 The Components of Marketing 1.4 The Marketing Plan 2. Understanding the Effect of Social Media on Organizations 2.1 Categorizing the Creative and Cultural Industries 2.2 Social Media and Consumer Participation 2.3 Social Media, Products and Promotion 2.4 Writing the Organization's Mission and Vision Statements 2.5 Developing the Organization's Value Statement 3. Analyzing Internal Resources and External Forces 3.1 Analyzing Internal Resources 3.2 Assessing Organizational Culture 3.3 Secondary Research Question and Process 3.4 Scanning the External Environment 4. Researching Current and Potential Customers 4.1 Information Needed by Organizations 4.2 Finding Research Participants 4.3 Descriptive Primary Research Methods 4.4 Exploratory Primary Research Methods 4.5 Social Media and Consumer Research 5. Establishing Strategic Goals, Objectives and Tactics 5.1 Strategic Planning Process 5.2 SWOT Analysis 5.3 Competitive Advantage 5.4 Deciding Strategic Goals 6. Understanding Consumer Motivation and Segmentation 6.1 Social Media and Segmentation of Consumers 6.2 Factors Affecting the Consumer Purchase Decision 6.3 Factors Affecting the Organization Purchase Decision 6.4 Bases for Consumer Segmentation 6.5 Segmentation and Positioning Strategies 7. Uncovering Product Attributes and Benefits 7.1 Product Purchase Process 7.2 Nature of Products 7.3 Analyzing Product Attributes 7.4 Developing New Products 8. Determining Pricing Methods and Tactics 8.1 The Meaning of Price 8.2 Types of Costs 8.3 Special Pricing Issues 8.4 Primary Pricing Methods 8.5 Special Pricing Tactics 9. Distributing the Product to the Consumer 9.1 Distribution Intermediaries 9.2 Channel Selection Process 9.3 Distribution Through Retailers 9.4 Distribution Using Online Marketplaces 9.5 Distribution and the Sales Process 10. Creating Paid and Owned Media 10.1 Traditional vs. New Categorizations of Media 10.2 Paid Media 10.3 Owned Media - Traditional 10.4 Owned Media - Social 11. Managing Social Media to Gain Earned Media 11.1 Earned Media 11.2 Social Media Relationships Between Organization and Customer 11.3 Social Media and Online Community Building 11.4 Content Marketing 11.5 Analytics and Measuring Effectiveness 12. Implementing the Marketing Plan 12.1 Using Culture to Implement Change 12.2 Creating a Marketing Budget 12.3 Developing a Timeline 12.4 Social Media Implementation Challenges
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