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.
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.
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