| Title | FB1 The Disappearing Product: Marketing and Markets in the Creative Industries |
| Edition | |
| Call Number | 681 BIL d |
| ISBN/ISSN | 9781785360749 |
| Author(s) | Chris Bilton |
| Subject(s) | |
| Classification | 681 BIL d |
| Series Title | GMD | Text |
| Language | English |
| Publisher | Edward Elgar Pub |
| Publishing Year | 2017 |
| Publishing Place | English |
| Collation | 272 pages |
| Abstract/Notes | 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. |
| Specific Detail Info | |
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