Focusing on the author's 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.

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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.

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Gabriele Troilo

Marketing in Creative Industries

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