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Full Description
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.
Contents
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
