No business, start-up or not, can grow without a good marketing strategy. It is like a roadmap to a company’s success, i. e. to achieve its goals. In the simplest of terms, a marketing strategy defines how you manage to get your products or services to the people who want them in order to make a profit. This section, however, goes into a bit more depth of the matter.

The section presents concepts and theories from the field of marketing in general, particularly the Marketing Mix and market segmentation. It offers an introduction to market research, helps you develop a marketing strategy for your business, and sheds light on the significance of branding.

With a specific focus on cultural marketing, it explains the dimension of art as a product that requires specific methods of marketing, customer outreach, and financing.

In the second half of this section, you will find tools that will make your marketing strategy a success, such as a marketing plan template, a journey map, Seven Steps to Market Testing, and the Thirty-Nine-Step Product Launch Checklist.