Marketing in Creative Industries

‘This book is an excellent source for educators, researchers, and all those who want to know more about and understand better the creative industries and the core marketing concepts for this sector in the 21st century. In the second edition of the book, Gabriele Troilo continues to enchant the readers with a very comprehensive, clear, and visionary understanding of the concepts presented.’ * Nela Filimon, University of Girona, Spain *‘This updated edition takes a welcomed, unashamedly business-oriented approach to marketing in the creative industries. The distinguishing features of the creative industries are used effectively to frame the complex relationships that affect marketing from multiple perspectives. Written in a clear and accessible style, the text helps students and wider readers to trace the value chain. Plenty of practice questions, case studies, and examples are provided. A wealth of figures helps to illustrate concepts, patterns, and trends. Troilo’s text is a considered and timely contribution that re-focuses our attention on core marketing principles and the value journey, in an era when so much attention is paid on short term attention-grabbing visuals. This is a text for serious marketeers seeking to add value to creative and cultural organisations.’ * Peter Vlachos, University of Greenwich, UK *‘Among the expanding literature on arts, creativity, and the market, Troilo has written what is, in my view, the finest, most insightful, and authoritative treatment in the field. Unparalleled in scope, the book masterfully weaves together arts marketing, classical marketing theory, and consumer culture theory, offering a conceptual clarity and sophistication that is exceptionally rare. By situating creativity within wider cultural and economic debates, and by combining theoretical rigour with a keen sensitivity to the distinctive dynamics of cultural production and consumption, Troilo provides a framework that is both illuminating and thorough. Importantly, while rich in theory, the volume remains deeply attentive to the practical realities faced by cultural organisations, making it an indispensable guide for scholars, students, and practitioners navigating the complexities of cultural markets. This is, without doubt, the definitive textbook on marketing in the creative industries, one that will remain a durable foundation for future work in the field for many years to come.’ * Zafeirenia Brokalaki, Queen Mary University London, 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.