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...
Saved in:
| Other Authors | |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Bingley, U.K. :
Emerald Publishing Limited,
2021.
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9781800713321 |
| DOI | 10.1108/9781800713307 |
| Physical Description | 1 online resource (224 pages) |
Cover
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| 020 | |a 9781800713321 |q (e-book) | ||
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| 080 | |a 658.8 | ||
| 082 | 0 | 4 | |a 658.8 |2 23 |
| 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. | |
| 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 |