Marketing In Creative Industries: Value, Experience And Creativity

Paperback | July 22, 2015

byGabriele Troilo

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What defines an industry as 'creative'?

How do you create customer value through the experience of creativity?

Marketing in Creative Industries addresses the specific challenges of marketing in the creative industries, whilst applying marketing theory to a wide range of international examples. It combines a comprehensive and innovative perspective on customer value theory with practical marketing strategies and detailed case studies. Based around the concept of customer value, it will provide you with the analytical and decisional tools necessary to succeed in creative industries.

Key features:

• A range of detailed international case studies throughout
• Offers a unique perspective on marketing in the creative industries

Offering invaluable insight into creative and cultural industry marketing, this is an ideal textbook for undergraduate and postgraduate marketing students.

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From the Publisher

What defines an industry as 'creative'? How do you create customer value through the experience of creativity?Marketing in Creative Industries addresses the specific challenges of marketing in the creative industries, whilst applying marketing theory to a wide range of international examples. It combines a comprehensive and innovative ...

Gabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy. He was also Vice-President of the European Marketing Academy (EMAC) from 2006-1012.
Format:PaperbackDimensions:384 pages, 9.69 × 7.57 × 0.78 inPublished:July 22, 2015Publisher:Palgrave MacmillanLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:0230380247

ISBN - 13:9780230380240

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Table of Contents

PART I
1. Creative Industries
2. A Customer-Centric Marketing Model For Creative Industries
PART II
3. The Consumer Side Of The Market: Consumption Experience, Perceived Value, And Satisfaction
4. The Consumer Side Of The Market: Expected Value, The Purchase Experience, And What Comes Next
5. The Business Side Of The Market: The Value Of Property Rights On Creative Products
6. Methods And Techniques For Developing Market Knowledge
PART III
7. Identifying Target Markets And Creating Value Propositions: The Field Of Strategic Marketing
8. Creating Value With The Product, The Brand, And The Price
PART IV
9. Delivering Value To The Customer: Managing A Multi-Media, Multi-Channel Environment
10. Managing Customer Value Over Time: Customer Relationship Management
PART V
11. Integrating Marketing And Creativity