Marketing In Creative Industries by Gabriele Troilo
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Marketing In Creative Industries

Marketing In Creative Industries


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About the Book

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.


About the Author:

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.
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.


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Product Details
  • ISBN-13: 9780230380240
  • Publisher: Red Globe Press
  • Publisher Imprint: Red Globe Press
  • Depth: 25
  • Language: English
  • Returnable: Y
  • Spine Width: 20 mm
  • Weight: 734 gr
  • ISBN-10: 0230380247
  • Publisher Date: 07 Jul 2015
  • Binding: Paperback
  • Height: 244 mm
  • No of Pages: 384
  • Series Title: 454
  • Sub Title: Value, Experience and Creativity
  • Width: 188 mm


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