Creativity and marketing : the fuel for success

• Other Authors: Pantano, Eleonora (Editor)
• Format: Electronic eBook
• Language: English
• Published: Bingley, U.K. : Emerald Publishing Limited, 2021.
• Subjects: Marketing.; Creative ability in business.; elektronické knihy; electronic books
• ISBN: 9781800713321
• DOI: 10.1108/9781800713307
• Physical Description: 1 online resource (224 pages)
• Item Description: Includes index.

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.