Book excerpt: Developing and executing marketing strategies is a vital aspect of any business and few books currently cover this with relation to creative industries. Although there are a number of marketing principles which may be applied across the board, sector-contextual understanding can make a significant difference. This textbook provides students and potential 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 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.