Focusing on the author's innovative framework for delivering customer value via creative experience, this vibrant, research-based textbook is ideal for modules on marketing in creative, cultural and arts industries.
The challenges of delivering value in industries as diverse as music, tourism, visual arts, heritage and cinema are different from those one might encounter in conventional commercial organisations.
Marketers in the creative industries create and deliver customer value through the experience of creativity. The creativity of producers in these worlds – artists, curators, athletes, for example – must be transformed into an experience for customers and consumers. The link between creativity, experience and value informs and distinguishes the author's marketing model: an effective framework that provides students with the analytical and decisional tools necessary to succeed in careers in arts and cultural marketing.
This new edition of a 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.
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 for a specific creative, cultural or arts context.
Arvustused
This is the only book on the market that addresses the topic of marketing for creative industries in general and does not limit the content to a specific context or sector. It is very well written. * Mohd Noor Abdul Hamid, Universiti Utara Malaysia * An excellent read. Students of this textbook will have a strong understanding of the challenges of marketing within the creative sectors. * Edel Moore, University of Leeds, UK * It is an excellent textbook I would say that it is the best I have found on its area in terms of content and theory. * Zafeirenia Brokalaki, Queen Mary University of London, UK * I would definitely recommend the new edition of the book to my students because it covers more than 80% of the content included in the syllabus of the subject Im teaching. * Nela Filimon, University of Girona, Spain * Approaches the topic of marketing within the creative industries in a holistic manner and with a theoretical depth that is often lacking in more practitioner-oriented similar texts. Troilos text has a clear business orientation in its focus on the core underlying marketing principles as applied to the creative industries. Given that in our university, degrees in the fields of live event management are located within our business faculty (rather than e.g. in liberal arts), Troilos text is particularly attractive in its approach. * Peter Vlachos, University of Greenwich, UK *
Muu info
Focusing on the authors innovative framework for delivering customer value via creative experience, this vibrant, research-based textbook is ideal for modules on marketing in creative, cultural and arts industries.
List of Figures
List of Tables
Preface
Acknowledgements
Part I: The Role of Marketing in Creative Industries
1. Creative Industries
2. A Customer-Centric Marketing Model for Creative Industries
Part II: Customer Value Analysis
3. The Consumer Side of the Market: Value, Satisfaction, Experience
4. The Business Side of the Market
5. Methods for Developing Market Knowledge
Part III: Customer Value Creation
6. Identifying Target Markets and Creating Value Propositions
7. Creating Value with the Product, The Brand and The Price
Part IV: Customer Value Delivery
8. Delivering Value to the Customer: Managing a Phygital Environment
9. Managing Customer Value Over Time: Customer Relationship Management
Part V: Organization Studies
10. Integrating Marketing and Creativity
Notes
Bibliography
Index
Gabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy. He was also Vice-President of the European Marketing Academy (EMAC) from 2006-2012.
