Marketing Strategy for the Arts by Kolb, Bonita M.;

Short description:

Marketing Strategy for the Arts, 3rd edition is targeted at students in higher education who plan on working in a creative industry or a cultural organization.

Long 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. The strategy for such a company must not only 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, this book outlines a step-by-step framework for effective product marketing. This 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 includes additional coverage on how technology and artificial intelligence (AI) have affected strategy; value creation in a time of rising costs; the 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.

“A timely and insightful guide for navigating today’s complex creative economy. Dr. Kolb skillfully blends marketing theory with practical tools, offering students and practitioners a strategic roadmap for promoting cultural and artistic organizations in a digital and socially conscious age.”
Fevzi Okumus, Pegasus Professor & CFHLA Preeminent Chair Professor, Rosen College of Hospitality Management, University of Central Florida, USA

"In a world where art and the market dance together with a complicated rhythm, Dr Kolb’s Marketing Strategies for the Creative and Cultural Industries arrives not as a textbook, but as a compass, guiding creative professionals, cultural managers, and the everyday makers to translate their art into the language of the markets. With theoretical frameworks that feel more like choreography than cold analysis, she teaches us how to move in harmony with audiences and how to use data to serve inspiration. What makes this book extraordinary is its unwavering belief in the value of creativity –  not as a commodity, but as a force of transformation. For any creative maker yearning to be seen and heard but also for all the cultural institutions around the globe seeking impact and sustainability, this book is both scholarly and soulful, passionate and pragmatic, a symphony of insight for the creators who want to powerfully claim their place in the world."
Zafeirenia Brokalaki, Lecturer in Marketing and Communication, Queen Mary University of London, UK

Table of 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. Managing social media to gain earned media  12. Implementing the marketing plan