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Marketing in creative industries : value, experience and creativity

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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 with practical marketing strategies and detailed case studies.

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

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