The disappearing product : marketing and markets in the creative industries / Chris Bilton (Centre for Cultural and Media Policy Studies, University of Warwick, UK).
- Author
- Bilton, Chris
- Published
- Cheltenham, UK : Edward Elgar Publishing, 2017.
- Physical Description
- xv, 254 pages : illustrations ; 25 cm
- Contents
- Machine generated contents note: 1.Marketing and markets in the creative industries: making the connection -- The disappearing product -- Marketing in the creative industries -- Questions for discussion: what are the creative industries? -- Changing models of marketing: from products to experiences -- Changing market structures: the people formerly known as the audience -- Structure of the book: from markets to marketing -- Questions for discussion: `you sound like one of them' -- Further reading -- pt. 1 MARKETS -- 2.Industry structure: rethinking the value chain -- The creative industries value chain -- Bargaining positions -- Disintermediation and reintermediation -- The new intermediaries -- Backwards and forwards integration -- Case study: TV networking -- from hierarchies to networks -- Size matters -- From industry structure to market structure -- Further reading -- 3.Market structure: towards the social product -- Global or local? Standardisation and customisation, Note continued: Cultural discount -- Active audiences -- Creative consumption -- Towards the social product -- Questions for discussion: a cultural studies perspective on creative consumption -- `Like' mindedness -- Tribes and trends -- Case study: the punk rocker with flowers in her hair -- From market structure to marketing -- Further reading -- 4.From content to context: the new business models -- Collapsing copyright -- Triangular markets -- Questions for discussion: the sharing economy -- From product surround to the extended product -- Three versions of the extended product -- Relationship with the product -- Relationship with the producer -- Relationship with fans -- Case study: parody or plagiarism? -- Giving it away: new forms of value in the music industry -- 1,000 True Fans -- Case study: the reappearing product -- Reclaiming cultural value -- Further reading -- pt. 2 MARKETING -- 5.Products, brands and experiences -- Products and product life cycles, Note continued: Redrawing the product life cycle: commercial and cultural business strategies -- Shortening the product life cycle (commercial business strategy) -- Extending the product life cycle (cultural business strategy) -- Repeating the product life cycle (spreadable strategy) -- Products and brands -- Owning the brand -- Case study: music online -- building a brand? -- Products and experiences -- From product life cycle to branded experience -- Questions for discussion: brand images -- Further reading -- 6.What is marketing strategy? Principles and methods -- Why strategy? -- `Entrepreneurial' and `emergent' models of strategy -- Questions for discussion: changing cultures -- when arts met marketing -- Creative strategy: an integrated approach -- From strategy to strategising -- Methods for strategy -- SWOT -- BCG Matrix -- Ansoff Innovation Matrix -- Scenario planning -- From strategy to implementation: the marketing mix -- Strategy: a creative approach?, and Note continued: Further reading -- 7.Strategy continued: competitors and collaborators -- Competing in networks -- Cost advantage and the perception of value -- Case study: cost advantage -- easyCinema -- Being different -- Collaborating to compete -- Case study: Bookish -- all in it together? -- Cultures of collaboration -- Case study: Apple -- from `walled garden' to `branded eco-system' -- Co-creative strategy -- Further reading -- 8.Understanding audiences: from segments to sub-cultures -- Moving targets: working with market segments -- Questions for discussion: playing percentages -- competing priorities in market segmentation -- The market of one -- Case study: Netflix -- beyond the market of one -- Tribal marketing -- Understanding audiences -- Further reading -- 9.Marketing and creativity -- The political economy of creativity -- Creative marketing outside the creative industries -- Marketing as creativity -- Further reading.
- Subject(s)
- ISBN
- 9781785360725
1785360728
1785360744
9781785360749 - Bibliography Note
- Includes bibliographical references (pages 234-243) and index.
View MARC record | catkey: 25792862