Creativity and Marketing

The Fuel for Success

Inbunden, Engelska, 2021

AvEleonora Pantano,UK) Pantano, Eleonora (University of Bristol

1 299 kr

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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.

Produktinformation

Utgivningsdatum2021-08-02
Mått152 x 229 x 17 mm
Vikt404 g
FormatInbunden
SpråkEngelska
Antal sidor224
FörlagEmerald Publishing Limited
ISBN9781800713314

Tillhör följande kategorier

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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