Introduction

Technology, particularly social media, has fundamentally changed marketing strategy. Consumers can now access information that in the past was only known to the organization. Consumers also have the ability to communicate with each other about organizations and products. Marketing strategy for such a company must consider market opportunities, but never if they are at conflict with the values of the organization and their creative mission. This introduction presents an overview of the key concepts discussed in the subsequent chapters of this book. The book walks readers through the process of developing a strategic marketing plan. By following the directions at the end of each chapter, at the conclusion of the book, the reader will have written a complete strategic marketing plan. The book could be used by any marketing professor wanting a new approach to teaching a standard marketing strategy class. It will be the only marketing strategy book specifically targeted at creative and cultural industries.