"This introductory booklet is intended to be used by creative individuals and business entrepreneurs both (1) as a tool to understand the specifics of the creative market and the major challenges facing creative enterprises in terms of financing, marketing or managing intellectual property assets, and (2) as a practical guide to assist managers and creators in addressing these challenges and setting up and running viable creative businesses"--Publisher's description.
Bibliography, etc. Note
Includes bibliographical references and index.
Formatted Contents Note
1. The relevance of creative enterprises; 2. Creative enterprises: choosing a development strategy; 3. Institutional forms of creative enterprises; 4. Choosing products and fixing prices; 5. Marketing creative products; 6. Financing creative enterprises; 7. Managing creative skills and protecting creative products.