- 529 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
About this book
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.
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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Yes, you can access Marketing in Creative Industries by Gabriele Troilo in PDF and/or ePUB format, as well as other popular books in Business & Marketing. We have over one million books available in our catalogue for you to explore.
Information
Table of contents
- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Contents
- Figures
- Tables
- About the Author
- Preface
- Acknowledgments
- Part I: The Role of Marketing in Creative Industries
- Chapter 1: Creative Industries
- Chapter 2: A Customer-Centric Marketing Model for Creative Industries
- Part II: Customer Value Analysis
- Chapter 3: The Consumer Side of the Market: Value, Satisfaction, Experience
- Chapter 4: The Business Side of the Market
- Chapter 5: Methods for Developing Market Knowledge
- Part III: Customer Value Creation
- Chapter 6: Identifying Target Markets and Creating Value Propositions
- Chapter 7: Creating Value with the Product, the Brand, and the Price
- Part IV: Customer Value Delivery
- Chapter 8: Delivering Value to the Customer: Managing a Phygital Environment
- Chapter 9: Managing Customer Value over Time: Customer Relationship Management
- Part V: Organizational Issues
- Chapter 10: Integrating Marketing and Creativity
- Bibliography
- Index