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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. 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