Focusing on the authors innovative framework for delivering customer value via creative experience, this vibrant, research-based textbook is ideal for modules on marketing in creative, cultural and arts industries. The challenges of de...Lasīt vairāk
This book addresses the specific challenges of marketing in the creative industries, whilst applying classic marketing theory to a range of international examples. It combines a comprehensive and innovative perspective on customer value theory w...Lasīt vairāk
Troilo (marketing, Bocconi University) takes a fresh look at how to achieve competitive advantage by using marketing tools to share and promote the knowledge generated by the marketing function in modern firms across department. He describes how mark...Lasīt vairāk
