Cantitate/Preț
Produs
Total produse
Vezi coșul
Marketing In Creative Industries: Value, Experience and Creativity de Gabriele Troilo

Marketing In Creative Industries: Value, Experience and Creativity

Autor Gabriele Troilo
en Limba Engleză Paperback – 7 iul 2015
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.
Citește tot Restrânge

Preț: 33471 lei

Puncte Express: 502
Paperback (2) de la 33471 lei

Carte tipărită la comandă

Livrare economică 08-22 iunie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă

Specificații

ISBN-13: 9780230380240
ISBN-10: 0230380247
Pagini: 384
Ilustrații: 47 figures, 18 black & white tables
Dimensiuni: 189 x 246 x 20 mm
Greutate: 0.69 kg
Ediția:2015
Editura: Bloomsbury Publishing
Colecția Red Globe Press
Locul publicării:London, United Kingdom

Cuprins

PART I
1. Creative Industries
2. A Customer-Centric Marketing Model For Creative Industries
PART II
3. The Consumer Side Of The Market: Consumption Experience, Perceived Value, And Satisfaction
4. The Consumer Side Of The Market: Expected Value, The Purchase Experience, And What Comes Next
5. The Business Side Of The Market: The Value Of Property Rights On Creative Products
6. Methods And Techniques For Developing Market Knowledge
PART III
7. Identifying Target Markets And Creating Value Propositions: The Field Of Strategic Marketing
8. Creating Value With The Product, The Brand, And The Price
PART IV
9. Delivering Value To The Customer: Managing A Multi-Media, Multi-Channel Environment
10. Managing Customer Value Over Time: Customer Relationship Management
PART V
11. Integrating Marketing And Creativity.

Recenzii

'This book is an excellent source for educators, researchers, and all those who want to know more about and understand better the creative industries and the core marketing concepts for this sector in the 21st century. In the second edition of the book, Gabriele Troilo continues to enchant the readers with a very comprehensive, clear, and visionary understanding of the concepts presented.'
'This updated edition takes a welcomed, unashamedly business-oriented approach to marketing in the creative industries. The distinguishing features of the creative industries are used effectively to frame the complex relationships that affect marketing from multiple perspectives. Written in a clear and accessible style, the text helps students and wider readers to trace the value chain. Plenty of practice questions, case studies, and examples are provided. A wealth of figures helps to illustrate concepts, patterns, and trends. Troilo's text is a considered and timely contribution that re-focuses our attention on core marketing principles and the value journey, in an era when so much attention is paid on short term attention-grabbing visuals. This is a text for serious marketeers seeking to add value to creative and cultural organisations.'
'Among the expanding literature on arts, creativity, and the market, Troilo has written what is, in my view, the finest, most insightful, and authoritative treatment in the field. Unparalleled in scope, the book masterfully weaves together arts marketing, classical marketing theory, and consumer culture theory, offering a conceptual clarity and sophistication that is exceptionally rare. By situating creativity within wider cultural and economic debates, and by combining theoretical rigour with a keen sensitivity to the distinctive dynamics of cultural production and consumption, Troilo provides a framework that is both illuminating and thorough. Importantly, while rich in theory, the volume remains deeply attentive to the practical realities faced by cultural organisations, making it an indispensable guide for scholars, students, and practitioners navigating the complexities of cultural markets. This is, without doubt, the definitive textbook on marketing in the creative industries, one that will remain a durable foundation for future work in the field for many years to come.'