Marketing In Creative Industries

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.

Gabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy. He was also Vice-President of the European Marketing Academy (EMAC) from 2006-1012.

'With this book, creative industries marketing has arrived. Written by someone who understands the relationship between marketing and the creative industries and its wider theoretical and practical ramifications, this book has set a new benchmark. It has the potential to become a standard textbook on this subject.' - Daragh O'Reilly, Sheffield University Management School, UK

'This is a well written and in-depth book, packed with a range of examples and supporting material. It is ideal for upper-level undergraduates and postgraduates studying creativity, marketing and innovation.' - Tore Kristensen, Copenhagen Business School, Denmark

'Taking as his starting point a customer-centric model of marketing, Troilo shows how customer value is created, delivered and experienced. Ranging from consumer purchasing decisions in the arts to practical advice on running focus groups and pricing strategies and discussion of arts sponsorship and CRM, the book offers readers a thorough and comprehensive understanding of the marketing process. The arguments are supported by meticulous research and diverse examples of marketing practice, from Brazilian flipflops and Italian opera houses to Spanish theatre companies and Rihanna. The book equips readers with the resources and insights they need to become effective marketers in the creative industries.' - Christopher Bilton, University of Warwick, UK