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Macmillan Higher Education Palgrave Higher Education

Marketing In Creative Industries

Value, Experience and Creativity

ISBN 9780230380240
Publication Date July 2015
Formats Paperback Ebook 
Publisher Palgrave

What defines an industry as 'creative'?

How do you create customer value through the experience of creativity?

Marketing in Creative Industries 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. Based around the concept of customer value, it will provide you with the analytical and decisional tools necessary to succeed in creative industries.

Key features:

• A range of detailed international case studies throughout
• Offers a unique perspective on marketing in the creative industries

Offering invaluable insight into creative and cultural industry marketing, this is an ideal textbook for undergraduate and postgraduate marketing students.

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.

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.

Reviews

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'Taking as his starting point a customer-centric model of marketing, Troilo shows how customer value is created, delivered and experienced. Ranging from consumer purchasing decisions in the arts to practical advice on running focus groups and pricing strategies and discussion of arts sponsorship and CRM, the book offers readers a thorough and comprehensive understanding of the marketing process. The arguments are supported by meticulous research and diverse examples of marketing practice, from Brazilian flipflops and Italian opera houses to Spanish theatre companies and Rihanna. The book equips readers with the resources and insights they need to become effective marketers in the creative industries.' – Christopher Bilton, University of Warwick, UK
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