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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.
About the author
Gabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy.
