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Macmillan Higher Education

Marketing In Creative Industries

Value, Experience and Creativity

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Publisher:

Palgrave

Pages: 384
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Recommend to library, View companion site

AVAILABLE FORMATS

Paperback - 9780230380240

22 July 2015

$59.99

In stock

Ebook - 9780230380233

16 September 2017

$49.99

In stock

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...

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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.

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  • Offers a unique perspective on marketing in the creative industries
  • Strong balance between theory and practice, supported by in-built pedagogical features  such as learning objectives at the beginning of each chapter, Research Focus and Case History boxes, abundant examples, and interactive questions
  • Detailed international case studies at the end of chapters, each representing an example of effective management of one of the key topics covered
  • Through the lens of customer value management as the key goal of marketers, identifies the four major tasks of customer value analysis, customer value creation, customer value delivery, and  customer relationship management
  • A chapter dedicated to the relationship between marketing and creativity

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.

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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.

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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.

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