Marketing in Creative Industries

This is the only book on the market that addresses the topic of marketing for creative industries in general and does not limit the content to a specific context or sector. It is very well written. * Mohd Noor Abdul Hamid, Universiti Utara Malaysia *An excellent read. Students of this textbook will have a strong understanding of the challenges of marketing within the creative sectors. * Edel Moore, University of Leeds, UK *It is an excellent textbook – I would say that it is the best I have found on its area in terms of content and theory. * Zafeirenia Brokalaki, Queen Mary University of London, UK *I would definitely recommend the new edition of the book to my students because it covers more than 80% of the content included in the syllabus of the subject I’m teaching. * Nela Filimon, University of Girona, Spain *Approaches the topic of marketing within the creative industries in a holistic manner and with a theoretical depth that is often lacking in more practitioner-oriented similar texts. Troilo’s text has a clear business orientation in its focus on the core underlying marketing principles as applied to the creative industries. Given that in our university, degrees in the fields of live event management are located within our business faculty (rather than e.g. in liberal arts), Troilo’s text is particularly attractive in its approach. * Peter Vlachos, University of Greenwich, UK *

Gabriele Troilo is Associate Professor of Marketing at Università Bocconi, Milano, Italy. He was also Vice-President of the European Marketing Academy (EMAC) from 2006-2012.