Marketing In Creative Industries

Value, Experience and Creativity

by Gabriele Troilo

Table of contents

PART 1 THE ROLE OF MARKETING IN CREATIVE INDUSTRIES

  1. CREATIVE INDUSTRIES
  2. A CUSTOMER-CENTRIC MARKETING MODEL FOR CREATIVE INDUSTRIES

PART 2 CUSTOMER VALUE ANALYSIS

  1. THE CONSUMER SIDE OF THE MARKET: CONSUMPTION EXPERIENCE, PERCEIVED VALUE, AND SATISFACTION
  2. THE CONSUMER SIDE OF THE MARKET: EXPECTED VALUE, THE PURCHASE EXPERIENCE, AND WHAT COMES NEXT
  3. THE BUSINESS SIDE OF THE MARKET: THE VALUE OF PROPERTY RIGHTS ON CREATIVE PRODUCTS
  4. METHODS AND TECHNIQUES FOR DEVELOPING MARKET KNOWLEDGE

PART 3 CUSTOMER VALUE CREATION

  1. IDENTIFYING TARGET MARKETS AND CREATING VALUE PROPOSITIONS: THE FIELD OF STRATEGIC MARKETING
  2. CREATING VALUE WITH THE PRODUCT, THE BRAND, AND THE PRICE

PART 4 CUSTOMER VALUE DELIVERY

  1. DELIVERING VALUE TO THE CUSTOMER: MANAGING A MULTI-MEDIA, MULTI-CHANNEL ENVIRONMENT
  2. MANAGING CUSTOMER VALUE OVER TIME: CUSTOMER RELATIONSHIP MANAGEMENT

PART 5 ORGANIZATIONAL ISSUES

  1. INTEGRATING MARKETING AND CREATIVITY