Marketing in Creative Industries

<p><b>The challenges of delivering value in industries as diverse as music, tourism, visual arts, heritage and cinema are different from those one might encounter in conventional commercial organisations. </b><b>This textbook addresses the specific challenges of marketing in the creative industries and applies marketing theory to a wide range of international examples.</b><br><br>Marketers in the creative industries create and deliver customer value through the experience of creativity. The creativity of producers in these worlds – artists, curators, athletes, 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.<br><br>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.<br><br><i>Marketing in Creative Industries</i> is an ideal textbook for undergraduate and postgraduate students taking modules in marketing for a specific creative, cultural or arts context.</p>