Background Note | HBS Case Collection | December 2010 (Revised March 2011)

Strategic Marketing in Creative Industries

by Anita Elberse


A note for educators describing an elective course for second-year MBA Students at Harvard Business School, "Strategic Marketing in Creative Industries." which focuses on strategic marketing challenges for firms in the creative industries, defined as industries that produce goods and provide artistic, cultural, or entertainment value to consumers (such as the performing arts, film, television, music publishing, video games, advertising, fashion and sports).

Keywords: Marketing Strategy;


Elberse, Anita. "Strategic Marketing in Creative Industries." Harvard Business School Background Note 511-011, December 2010. (Revised March 2011.) (Course Note, Instructor Only.)