Marketing in
Creative Industries
Tilburg University · 2025–2026
,Contents
1 Introduction, market & consumer behaviour
What the creative industries are, why they matter, how the market works and why we consume creative
content
3 Developing and pricing creative products
The innovation challenge, how consumers evaluate creative products, technology, price effects and price
differentiation
4 Distributing and promoting creative products
Channel timing and choice, digital platforms, advertising and paid, owned & earned media
5 Branding creative products
Brand equity, brand types, cash-flow benefits, brand extensions and brand alliances
6 Segmentation, targeting & positioning
Stars as influencers, the STP framework and segmentation in the cultural sector
The charts in this summary were redrawn in one style. Where the original slides didn't label exact values, the redrawn figures are
approximate and show the pattern, not exact data.
Marketing in Creative Industries 2
, LECTURE 1
Introduction, Market & Consumer Behaviour
From pigment to pixel: what the creative and cultural industries (CCIs) are, how their markets work
and why people consume creative content.
Part 1 · The creative industries and their market
What are the creative industries?
Arts Media, information & communication
Production, conservation and distribution of visual and Production, conservation, reproduction, distribution and
performing arts: museums, galleries, theatres and transmission of content (texts, sounds, images…):
festivals. publishing, music, film and communication.
Design Entertainment & leisure
Fashion, graphic design, architecture: goods with high Recreational services such as live shows, sports, natural
symbolic content such as clothing, accessories, furniture, and amusement parks, and tourism.
home accents and architectural design.
Creative industries are inherently creative and innovative
“In creative industries, the value offered to the customer depends mainly on the creative content of the
offering, that is, products and services are compared, purchased, and evaluated primarily on their
creative content.”
Troilo, 2015
“In creative industries, the basic ingredient in competitive advantage is the creativity incorporated in
products and services through innovation.”
Troilo, 2015
“Creativity is the enterprise.”
Jeffcut & Pratt, 2002
The creative industries and their major economic relevance (EU)
8.02m 3.95% 1.2m
employees of EU value added (EUR 477 billion) firms, 99.9% of them SMEs
(small/medium enterprises)
Marketing in Creative Industries 3
, Publishing €74.7bn · 672k jobs
Creative arts, entertainment, €74.5bn · 1,524k jobs
libraries & museums
Education €58.8bn · 1,360k jobs
Film, video, TV & €58.4bn · 616k jobs
broadcasting
Advertising & €53.2bn · 1,054k jobs
market research
Other professional, €40.7bn · 577k jobs
scientific & technical
Printing & recorded €26.9bn · 638k jobs
media reproduction
Retail trade €6.3bn · 335k jobs
Other services & repair €5.6bn · 195k jobs
Other manufacturing €4.0bn · 99k jobs
0 20bn 40bn 60bn 80bn
Gross value added EUR; label also shows total employment
Value added and employment by CCI sector. Publishing and the creative arts generate the most value; the arts are also the largest
employer.
Creativity in management can disrupt industries
GPS devices shipped (m) Digital cameras shipped (m) NYC trips per day (k)
iPhone 40 iPhone
Taxi
15 600 Uber
30 All ride-hailing
10 400
20
5 10 200
0 0
2000 2006 2012 2018 2000 2006 2012 2018 2015 2016 2017 2018 2019
Disruption in practice. The iPhone wiped out stand-alone GPS devices and digital cameras; Uber overtook taxis in New York within a
few years.
Definition of marketing
DEFINITION
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.” (AMA, 2024)
Do marketing and the arts mix well? One opinion: yes, because…
There is no world without marketing.
Artists are brands, and art is a product.
Marketing puts the end user at the centre of what you do, and so does good art.
There is art in products and brands: product design, store architecture, co-branding, donations…
Marketing means customer (or audience) centricity: more inclusion and fewer barriers, e.g. for less-
privileged groups to consume art, enjoy entertainment and get inspired.
Marketing in Creative Industries 4
Creative Industries
Tilburg University · 2025–2026
,Contents
1 Introduction, market & consumer behaviour
What the creative industries are, why they matter, how the market works and why we consume creative
content
3 Developing and pricing creative products
The innovation challenge, how consumers evaluate creative products, technology, price effects and price
differentiation
4 Distributing and promoting creative products
Channel timing and choice, digital platforms, advertising and paid, owned & earned media
5 Branding creative products
Brand equity, brand types, cash-flow benefits, brand extensions and brand alliances
6 Segmentation, targeting & positioning
Stars as influencers, the STP framework and segmentation in the cultural sector
The charts in this summary were redrawn in one style. Where the original slides didn't label exact values, the redrawn figures are
approximate and show the pattern, not exact data.
Marketing in Creative Industries 2
, LECTURE 1
Introduction, Market & Consumer Behaviour
From pigment to pixel: what the creative and cultural industries (CCIs) are, how their markets work
and why people consume creative content.
Part 1 · The creative industries and their market
What are the creative industries?
Arts Media, information & communication
Production, conservation and distribution of visual and Production, conservation, reproduction, distribution and
performing arts: museums, galleries, theatres and transmission of content (texts, sounds, images…):
festivals. publishing, music, film and communication.
Design Entertainment & leisure
Fashion, graphic design, architecture: goods with high Recreational services such as live shows, sports, natural
symbolic content such as clothing, accessories, furniture, and amusement parks, and tourism.
home accents and architectural design.
Creative industries are inherently creative and innovative
“In creative industries, the value offered to the customer depends mainly on the creative content of the
offering, that is, products and services are compared, purchased, and evaluated primarily on their
creative content.”
Troilo, 2015
“In creative industries, the basic ingredient in competitive advantage is the creativity incorporated in
products and services through innovation.”
Troilo, 2015
“Creativity is the enterprise.”
Jeffcut & Pratt, 2002
The creative industries and their major economic relevance (EU)
8.02m 3.95% 1.2m
employees of EU value added (EUR 477 billion) firms, 99.9% of them SMEs
(small/medium enterprises)
Marketing in Creative Industries 3
, Publishing €74.7bn · 672k jobs
Creative arts, entertainment, €74.5bn · 1,524k jobs
libraries & museums
Education €58.8bn · 1,360k jobs
Film, video, TV & €58.4bn · 616k jobs
broadcasting
Advertising & €53.2bn · 1,054k jobs
market research
Other professional, €40.7bn · 577k jobs
scientific & technical
Printing & recorded €26.9bn · 638k jobs
media reproduction
Retail trade €6.3bn · 335k jobs
Other services & repair €5.6bn · 195k jobs
Other manufacturing €4.0bn · 99k jobs
0 20bn 40bn 60bn 80bn
Gross value added EUR; label also shows total employment
Value added and employment by CCI sector. Publishing and the creative arts generate the most value; the arts are also the largest
employer.
Creativity in management can disrupt industries
GPS devices shipped (m) Digital cameras shipped (m) NYC trips per day (k)
iPhone 40 iPhone
Taxi
15 600 Uber
30 All ride-hailing
10 400
20
5 10 200
0 0
2000 2006 2012 2018 2000 2006 2012 2018 2015 2016 2017 2018 2019
Disruption in practice. The iPhone wiped out stand-alone GPS devices and digital cameras; Uber overtook taxis in New York within a
few years.
Definition of marketing
DEFINITION
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offerings that have value for customers, clients, partners, and society at large.” (AMA, 2024)
Do marketing and the arts mix well? One opinion: yes, because…
There is no world without marketing.
Artists are brands, and art is a product.
Marketing puts the end user at the centre of what you do, and so does good art.
There is art in products and brands: product design, store architecture, co-branding, donations…
Marketing means customer (or audience) centricity: more inclusion and fewer barriers, e.g. for less-
privileged groups to consume art, enjoy entertainment and get inspired.
Marketing in Creative Industries 4
