Cultural Market and Marketing

Author: (USA) Daniel Goleman
Publisher:
Publish Date: 2003-11-01
Features: This book focuses on the marketing of cultural markets and cultural products, providing theoretical foundations and operational methods for understanding the patterns of cultural markets and the mechanisms of cultural marketing. It can serve as a textbook for relevant majors in colleges and universities, as well as a reference for professionals in the cultural industry. The cultural industry has achieved remarkable progress in China in recent years, and the marketing of cultural products has gained increasing attention, with a strong demand for talent. Based on the current state and characteristics of China's cultural market, this book elaborates on the basic features of the cultural industry, cultural elites, and marketing, as well as marketing research, demand forecasting, market segmentation, marketing objectives, and strategies in the cultural market. It combines theoretical analysis with practical guidance, offering high reference value for professionals in the cultural industry and serving as a must-read for cultural marketing professionals.