The Disappearing Product: Marketing and Markets in the Creative Industries - Couverture souple

Bilton, Chris

Couverture souple

ISBN 10 : 1785360744 ISBN 13 : 9781785360749

Editeur : Edward Elgar Publishing Ltd, 2017

Synopsis

'Chris Bilton pursues a critical issue for everyone in arts and entertainment. The giants of the internet age have disintermediated IP owners. How can creators of content reclaim their relationship with their audiences?'
- Peter Bazalgette, Chair of ITV and previously Chair of Arts Council England 2012-2016

The Disappearing Product combines analysis of developments in the creative economy with practical guidance for marketing in the creative industries. Using theoretical models and extensive practical examples, this book challenges cultural producers to reclaim their place in the creative economy.

Marketing is situated in the context of social, cultural and technological change that has revolutionised the creative and media industries. Traditional broadcasters, publishers and record labels have been displaced by a new generation of intermediaries including Amazon, Apple, Facebook and Google. These new intermediaries are marginalising cultural producers, devaluing products and monopolising consumer attention. Bilton's analysis focuses on how the creative industries must respond to these structural changes with new, innovative marketing methods for cultural products.

Key features include:

• a defined approach to marketing geared towards the cultural and creative industries, distinguished from `business as usual' and `arts marketing'
• case studies and questions for discussion that can be used in the classroom
• analysis of the creative economy highlighting practical strategies for marketers and managers
• key examples of recent innovative marketing by artists and cultural entrepreneurs.

An essential guide for students of creative industries, marketing and management, this book allows readers to develop their own tailored approach to marketing. Cultural entrepreneurs, marketers and managers will benefit from the in-depth insight into new patterns of consumption, transformed markets and emerging business models.

A propos du livre

À propos de l'auteur

Chris Bilton, Reader in Creative Industries, Centre for Cultural & Media Policy Studies, University of Warwick, UK

Détails de l'édition

• Éditeur: Edward Elgar Publishing Ltd
• Date d'édition: 2017
• Langue: anglais
• ISBN 10: 1785360744
• ISBN 13: 9781785360749
• Reliure: Broché
• Nombre de pages: 272
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible