Creativity and marketing : the fuel for success /
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 manageme...
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| Altres autors: | |
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| Format: | Electrònic eBook |
| Idioma: | anglès |
| Publicat: |
Bingley, U.K. :
Emerald Publishing Limited,
2021.
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| Matèries: | |
| Accés en línia: | https://doi.org/10.1108/9781800713307 |
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Taula de continguts:
- 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.