The title of this book indicates the extent to which aesthetic creativity in the creative industries is being married to a process of managed innovation (Weisberg 2006). Twenty years ago, the concept of the 'cultural' industries located creativity in distinctive cultures, often with a specific cultural geography or an identifiable subcultural content and context. Today definitions of the 'creative' industries and the creative economy relocate and redefine creativity in the managerial rhetoric of value chains, knowledge management and innovation.