Marketing in Creative Industries: Value, Experience and Creativity
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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. This textbook addresses the specific challenges of marketing in the creative industries and applies marketing theory to a wide range of international examples.
Marketers in the creative industries create and deliver customer value through the experience of creativity. The creativity of producers ...
Marketers in the creative industries create and deliver customer value through the experience of creativity. The creativity of producers ...






















