صورة الغلاف

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...

وصف كامل

محفوظ في:
التفاصيل البيبلوغرافية
مؤلفون آخرون: Pantano, Eleonora (المحرر)
التنسيق: الكتروني كتاب الكتروني
اللغة:الإنجليزية
منشور في: Bingley, U.K. : Emerald Publishing Limited, 2021.
الموضوعات:
Marketing.
Creative ability in business.
Business & Economics > Marketing > General.
Sales & marketing.
الوصول للمادة أونلاين:https://doi.org/10.1108/9781800713307
الوسوم: إضافة وسم
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جدول المحتويات:
  • 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.

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