What do you think?
Rate this book
Marketing In Creative Industries: Value, Experience and Creativity
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
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.
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
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.
384 pages, Paperback
First published April 15, 2014
1 person is currently reading
16 people want to read
Ratings & Reviews
Friends & Following
Create a free account to discover what your friends think of this book!
Community Reviews
Displaying 1 of 1 review
August 3, 2016
Si tratta di un manuale universitario pensato per un corso di marketing base ma offre molti spunti utili anche ai lettori più esperti nella disciplina per ripensare alle strategie di marketing. Il focus dell'analisi sono i "settori creativi" ma, come avverte giustamente l'autore, la creatività non è in fondo una leva fondamentale per la competitività di quasi tutti i settori? Una lettura obbligata in particolare per chi opera nel mondo dei prodotti fashion e lifestyle
Displaying 1 of 1 review