Marketing in Creative Industries - Gabriele Troilo

The challenges of delivering value in industries as diverse as music, tourism, visual arts, heritage and cinema are different from those one might encounter in conventional commercial organisations. This textbook addresses the specific challenges of marketing in the creative industries and applies marketing theory to a wide range of international examples.Marketers in the creative industries create and deliver customer value through the experience of creativity. The creativity of producers in these worlds – artists, curators, athletes, for example – must be transformed into an experience for customers and consumers. The link between creativity, experience and value informs and distinguishes the author’s marketing model: a framework that gives students the analytical and decisional tools needed to succeed in careers in arts and cultural marketing.This vibrant textbook combines an innovative perspective on customer value theory with practical marketing strategies and detailed case studies. The text looks at a range of creative industries, analysing their similarities and recommending a suitable managerial model for effective marketing.Marketing in Creative Industries is an ideal textbook for undergraduate and postgraduate students taking modules in marketing for a specific creative, cultural or arts context.
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