Marketing in Creative Industries

Enhanced descriptions from Syndetics:

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.

Table of contents provided by Syndetics

• List of Figures (p. viii)
• List of tables (p. x)
• Preface (p. xi)
• Acknowledgements (p. xiii)
• Part I The Role of Marketing in Creative Industries
• 1 Creative Industries (p. 3)
• 2 A Customer-Centric Marketing Model for Creative Industries (p. 21)
• Part II Customer Value Analysis
• 3 The Consumer Side of the Market: The Consumption Experience (p. 53)
• 4 The Consumer Side of the Market: The Other Stages of the Experience (p. 78)
• 5 The Business Side of the Market (p. 113)
• 6 Methods for Developing Market Knowledge (p. 137)
• Part III Customer Value Creation
• 7 Identifying Target Markets and Creating Value Propositions (p. 175)
• 8 Creating Value with the Product, the Brand, and the Price (p. 217)
• Part IV Customer Value Delivery
• 9 Delivering Value to the Customer: Managing a Multi-Media, Multi-Channel Environment (p. 275)
• 10 Managing Customer Value Over Time: Customer Relationship Management (p. 312)
• Part V Organizational Issues
• 11 Integrating Marketing and Creativity (p. 335)
• Notes (p. 350)
• Bibliography (p. 355)
• Index (p. 365)