FB1 The Disappearing Product:

FB1 The Disappearing Product: Marketing and Markets in the Creative Industries Chris Bilton Primary Author mixed material bibliography English Edward Elgar Pub 2017 monographic en English 272 pages 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. 681 BIL d9781785360749 Lasalle College Jakarta Library Catalogue 681 BIL d FB10275 Fashion Business 681 BIL d 1696 2018-01-13 14:20:03 2018-01-13 14:20:34 machine generated