Marketing In Creative Industries

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 features: • 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.