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Full Description
Marketing Strategy for the Arts, Third Edition is targeted at students in higher education who plan on working in a creative industry or a cultural organization. Because such companies are talent or values-driven, marketing must present a brand image that focuses equally on the producer and the product. Strategy for such a company must consider market opportunities, but it must also consider the mission and values of the organization.
Aimed at students with little or no prior marketing knowledge, the book outlines a step-by-step framework for effective product marketing. The book will bring together information on strategic planning, market research, goal setting, marketing theory, and developing and communicating the competitive advantage and brand image. After reading this third edition, students will be able to construct a strategic marketing plan based on meeting specific organizational goals. Their plan will include detailed objectives and tactics to achieve the strategic vision.
This third edition has additional coverage on how technology and AI have affected strategy, value creation in a time of rising costs, need for strategic flexibility due to rapidly changing external conditions and the use of social media data and sentiment to assess consumer behavior and desires.
Contents
Introduction 1. Planning marketing strategically 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. Managing social media to gain earned media 12. Implementing the marketing plan
