With so much talk about the creative industries, do we really know what they are, what they produce, and who works in them? This ground-breaking textbook takes the student through the history, trends, products and markets of the creative industries, showing how success depends on a mix of ideas, tactics and talent. When understanding social networks and cultural economy is just as important as hands-on skills or an entrepreneurial spirit, <em>Introducing the Creative Industries </em>shows students how to use theories, concepts and practical skills to get ahead in their course and professional life. Creatively imagined and beautifully written, this book:<p>- interweaves concepts and practices in an easy-to-read layout on every page</p><p>- uses cultural economy to teach the essential concepts and thinkers</p><p>- integrates case studies from fashion and gaming to journalism and music</p><p>- shows students strategies for navigating the links between skills, industries, creativity and markets.</p><p> </p><p>This book will expand students' horizons in this fast-moving industry, showing them how to spot opportunities and use their knowledge and savvy to take advantage of them. It is an essential guidebook for students of creativity in media and communication, design, creative industries and business.<br /><br />With the rapidly evolving digital media landscape, this second and completely revised edition of <strong>Understanding Media Economics</strong> moves beyond a sector-specific approach to media analysis, and instead focuses on the issues and imperatives that are now central to how economic forces impact on the media industries. </p><p>Exploring themes such as innovation, digital multi-platform developments, the emerging importance of networks, branding and segmentation of market demand, strategies of risk-spreading, maximizing value within content, intermediation and rights management, corporate expansion and advertising, this book addresses and explains the key pressing questions and issues that are transforming contemporary media industries and markets.</p><p> </p><p>Gillian Doyle makes the economics of the media fascinating, compelling and easy to understand. This is essential reading for all students of the media.<br /><br /><br /></p><p style="text-align: left;">The European Media Management Education Association annual conference takes place in Bournemouth University this year. June 13^th-15^th. For more information, visit or check out the </p>