Marketing in Creative Industries: Value, Experience and Creativity (Paperback)

Marketing in Creative Industries: Value, Experience and Creativity By Gabriele Troilo Cover Image
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This vibrant textbook 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. The text looks at a range of creative industries, analysing their similarities and identifying and recommending a suitable managerial model for effective marketing. Based around three key concepts of creativity, customer experience and customer value, this model provides students with the analytical and decisional tools necessary to succeed in creative industries.

Written by an author with a depth of teaching and consulting experience in the field, Marketing in Creative Industries offers invaluable insight into creative and cultural industry marketing. It is an ideal textbook for undergraduate and postgraduate students taking modules in marketing.

Product Details
ISBN: 9780230380240
ISBN-10: 0230380247
Publisher: Red Globe Press
Publication Date: July 7th, 2015
Pages: 384
Language: English