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...

Full description

Saved in:
Bibliographic Details
Other Authors: Pantano, Eleonora, (Editor)
Format: eBook
Language: English
Published: Bingley, U.K. : Emerald Publishing Limited, 2021.
Subjects:
Marketing.
Creative ability in business.
Business & Economics > Marketing > General.
Sales & marketing.
elektronické knihy
electronic books
ISBN: 9781800713321
Physical Description: 1 online resource (224 pages)

Cover

Table of contents

LEADER 03924nam a2200385Ii 4500
001 em-9781800713321
003 UtOrBLW
005 20210819102157.0
006 m o d
007 cr un|||||||||
008 210831t20212021enk o 001 0 eng d
020 |a 9781800713321  |q (e-book) 
040 |a UtOrBLW  |b eng  |e rda  |c UtOrBLW 
080 |a 658.8 
245 0 0 |a Creativity and marketing :  |b the fuel for success /  |c edited by Eleonora Pantano (University of Bristol, UK). 
264 1 |a Bingley, U.K. :  |b Emerald Publishing Limited,  |c 2021. 
264 4 |c ©2021 
300 |a 1 online resource (224 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
500 |a Includes index. 
505 0 |a 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. 
520 |a 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.  
588 0 |a Print version record. 
650 0 |a Marketing. 
650 0 |a Creative ability in business. 
650 7 |a Business & Economics  |x Marketing  |x General.  |2 bisacsh 
650 7 |a Sales & marketing.  |2 bicssc 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
700 1 |a Pantano, Eleonora,  |e editor. 
776 0 8 |i Print version:  |z 9781800713314 
776 0 8 |i PDF version:  |z 9781800713307 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://doi.org/10.1108/9781800713307  |y Full text 

Similar Items