Marketing in Creative Industries "Value, Experience, and Creativity"

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ISBN:9780230380240
Editorial: Palgrave
Fecha de la edición:2015
Encuadernación:
Nº Pág.:384
Idiomas:Ingles

Materias:

/ Marketing

What defines an industry as 'creative'? How do you create customer value through the experience of creativity? Marketing in Creative Industries 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. Based around the concept of customer value, it will provide you with the analytical and decisional tools necessary to succeed in creative industries. Key features: * A range of detailed international case studies throughout * Offers a unique perspective on marketing in the creative industries Offering invaluable insight into creative and cultural industry marketing, this is an ideal textbook for undergraduate and postgraduate marketing students.

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