Creativity and marketing : the fuel for success

Author

Additional Author(s)

• Pantano, Eleonora

Publisher

Bingley, U.K: Emerald Group Publishing Limited, 2021

Language

English

ISBN

9781800713321

Series

Subject(s)

• CREATIVE ABILITY IN BUSINESS
• MARKETING

Notes

. .

Abstract

Creativity and Marketing: The Fuel for Success presents a diverse collection of theoretical analysis, real world evidence, and case study applications to synthesize emerging studies on how creativity is important for marketing success. Exploring themes in strategic marketing , creativity in management and communication as well as creativity in new product development, Creativity and Marketing examines a wide range of cutting-edge developments at the intersection of marketing and creative practice, including brand management, social media management, consumer behaviour, and value creation. This collection will bridge theory and practice in a fast moving and exciting field and will provide scholars of marketing, branding and consumer behaviour with lessons and strategies to implement in their own fields.

Physical Dimension

Number of Page(s)

1 online resource (224 p.)

Dimension

-

Other Desc.

-

Summary / Review / Table of Content

Section 1. Creativity in marketing management --
Chapter 1. Creative marketing and the clothes swapping phenomenon / Claudia Henninger --
Chapter 2. Promoting within sport: an exploration of creativity in traditional, extreme and esports contexts / Luke Devereux, Francesco Raggiotto, Daniele Scarpi, and Andrea Moretti --
Chapter 3. Creativity, interactive marketing & communication in Italian jewellery districts / Clara Bassano and Paolo Piciocchi --
Chapter 4. Getting creative with sustainability communication in the beauty industry: exploring on-pack practices and consumers' perceptions / Panayiota Alevizou --
Section 2. Creativity, design thinking and innovation --
Chapter 5. Design thinking--interactively co-creating innovative products that fit the market / Christine Falkenreck --
Chapter 6. Using design thinking to drive human centered innovation in marketing / Stacy Landreth Grau --
Chapter 7. Can artificial intelligent systems be creative? A preliminary study in the new product development process for new drinks / Francesca Serravalle and Eleonora Pantano --
Section 3. Creativity challenges and opportunities for marketing --
Chapter 8. Viral VS virtuous- how creative drive for buzz can also drive reputational damage / Raffaello Rossi and Agnes Nairn --
Chapter 9. Creative art-based initiatives enabled value co-creation in the luxury fashion industry / Huiru Yang, Delia Vazquez, and Marta Blazquez --
Chapter 10. When fake becomes real: the innovative case of artificial influencers / Carsten Baumgarth, Alexandra Kirkby, and Cosima Kaibel --
Chapter 11. Capturing marketing academics' conceptions of creativity: teaching practices and challenges in Greek higher education / Paschalia Patsala, Constantinos-Vasilios Priporas, Maria Michali, and Irene Kamenidou.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	00268/22	658.8 Cre	Online !	Available