Marketing In Creative Industries
Value, Experience and Creativity
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Beschreibung
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.
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.
- 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
Autor*in
Gabriele Troilo
Themen in »Marketing In Creative Industries«
brand customer relationship management Customer Value marketing relationship management strategic marketing