Chapter 10: Marketing

Successful marketing involves the systematic planning, implementation, and control of a wide range of business activities. For creative firms, some of the most important aspects include clear positioning on the competitive landscape, a varied promotional mix that is appropriate to your creative discipline, and a focus on long-term mutually advantageous relationships. This chapter shares expert advice on each of these vital topics.


Positioning has to do with the way that clients view competitive firms. A successful positioning strategy involves marketing decisions and activities intended to place your services into a desired position in a particular market and in the minds of purchasers. Some companies attempt ...

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