Marketing In Creative Industries

Value, Experience and Creativity

by Gabriele Troilo


With this book, creative industries marketing has arrived. Written by someone who understands the relationship between marketing and the creative industries and its wider theoretical and practical ramifications, this book has set a new benchmark. It has the potential to become a standard textbook on this subject. -Daragh O’Reilly, Sheffield University Management School, UK
This is a well written and in-depth book, packed with a range of examples and supporting material. It is ideal for upper-level undergraduates and postgraduates studying creativity, marketing and innovation. -Tore Kristensen, Copenhagen Business School, Denmark
This excellent book offers a thorough and comprehensive understanding of the marketing process, and equips readers with the resources and insights they need to become effective marketers in the creative industries.​ -Christopher Bilton, University of Warwick, UK