Module Note | June 2009 (Revised March 2011)

The Creative Industries: Managing and Marketing Talent

by Anita Elberse

Abstract

This module note examines issues concerning the management and marketing of talent in the creative industries. It describes the characteristics of the market for creative talent, discusses how individual talent creates and captures value, and explores how professional firms can best recruit, develop, manage and market creative talent.

Keywords: Talent and Talent Management; Entertainment; Innovation and Management; Marketing; Creativity; Value;

Citation:

Elberse, Anita. "The Creative Industries: Managing and Marketing Talent." Harvard Business School Module Note 509-078, June 2009. (Revised March 2011.)