The book addresses the specific challenges of marketing in the creative industries, applying marketing theory to a wide range of international examples. Marketers in the creative industries create and deliver customer value, whereby the creativity of producers - artists, curators, athletes, for example - must be trasnformed into an experience for customers and consumers.
Marketing in Creative Industries : Value, Experience and Creativity
Troilo, Gabriele
2025
Abstract
The book addresses the specific challenges of marketing in the creative industries, applying marketing theory to a wide range of international examples. Marketers in the creative industries create and deliver customer value, whereby the creativity of producers - artists, curators, athletes, for example - must be trasnformed into an experience for customers and consumers.
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