Overview

The challenges of delivering value in industries as diverse as music, tourism, fashion, visual arts, heritage and cinema are different from those one might encounter in conventional commercial organisations. This textbook addresses the specific challenges of marketing in the creative industries and applies marketing theory to a wide range of international examples. Marketers in the creative industries create and deliver customer value through the experience of creativity. The creativity of producers in these worlds – artists, curators, fashion designers, for example – must be transformed into an experience for customers and consumers. The link between creativity, experience and value informs and distinguishes the author’s marketing model: a framework that gives students the analytical and decisional tools needed to succeed in careers in arts and cultural marketing. This vibrant textbook combines an 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 recommending a suitable managerial model for effective marketing. Marketing in Creative Industries is an ideal textbook for undergraduate and postgraduate students taking modules in marketing for a specific creative, cultural or arts context.

Full Product Details

9781350522602

Table of Contents

Reviews

This is the only book available in the market that addresses the topic of marketing for creative industries in general and does not limit the content to a specific context or sector. It is very well written and provides strong theoretical background in marketing specifically students in the creative industries programme. It is comprehensive in the sense that it covers all the marketing roles and activity right from the very beginning to the end. * Mohd Noor Abdul Hamid, Universiti Utara Malaysia * An excellent read. It is a strong integration of theoretical perspective with real business insights. The overall structure is strong with individual chapters forming a coherent arc to place the subject of marketing as applied to the management of any creative industry. Students of this textbook will have a strong understanding of the challenges of marketing managers within the creative sectors. This knowledge will be invaluable for future careers either within larger organisations or as self-employed entrepreneurs. * Edel Moore, University of Leeds, UK * It is an excellent textbook – I would say that it is the best I have found on its area/topic in terms of content and theory. * Zafeirenia Brokalaki, Queen Mary University of London, UK * I would definitely recommend the new edition of the book to my students because it covers more than 80% of the content included in the syllabus of the subject I’m teaching. * Nela Filimon, University of Girona, Spain * Approaches the topic of marketing within the creative industries in a holistic manner and with a theoretical depth that is often lacking in more practitioner-oriented similar texts. Troilo’s text has a clear business orientation in its focus on the core underlying marketing principles as applied to the creative industries. Given that in our university, degrees in the fields of live event management are located within our business faculty (rather than e.g. in liberal arts), Troilo’s text is particularly attractive in its approach. * Peter Vlachos, University of Greenwich, UK *

‘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.’ * Nela Filimon, University of Girona, Spain * '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.' * Peter Vlachos, University of Greenwich, UK * '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.' * Zafeirenia Brokalaki, Queen Mary University London, UK *

Author Information

Gabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy. He was also Vice-President of the European Marketing Academy (EMAC) from 2006-2012.

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