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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.
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley :
Emerald Publishing Limited,
2021.
|
| Temas: | |
| Acceso en línea: | Texto completo |
MARC
| LEADER | 00000cam a2200000Mu 4500 | ||
|---|---|---|---|
| 001 | on1261366634 | ||
| 003 | OCoLC | ||
| 005 | 20231005004200.0 | ||
| 006 | m o d | ||
| 007 | cr cnu---unuuu | ||
| 008 | 210724s2021 xx o ||| 0 eng d | ||
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| 019 | |a 1261304166 |a 1263830138 |a 1272927102 | ||
| 020 | |a 1800713304 | ||
| 020 | |a 9781800713307 |q (electronic bk.) | ||
| 020 | |z 1800713312 | ||
| 020 | |z 9781800713314 | ||
| 029 | 1 | |a DKDLA |b 820120-katalog:9910053218505765 | |
| 029 | 1 | |a AU@ |b 000073109777 | |
| 035 | |a (OCoLC)1261366634 |z (OCoLC)1261304166 |z (OCoLC)1263830138 |z (OCoLC)1272927102 | ||
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| 049 | |a UAMI | ||
| 100 | 1 | |a Pantano, Eleonora. | |
| 245 | 1 | 0 | |a Creativity and Marketing |h [electronic resource] : |b The Fuel for Success. |
| 260 | |a Bingley : |b Emerald Publishing Limited, |c 2021. | ||
| 300 | |a 1 online resource (219 p.) | ||
| 500 | |a Description based upon print version of record. | ||
| 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. | ||
| 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. | |
| 590 | |a Emerald Insight |b Emerald All Book Titles | ||
| 650 | 0 | |a Marketing. | |
| 650 | 0 | |a Creative ability in business. | |
| 650 | 6 | |a Marketing. | |
| 650 | 6 | |a Créativité dans les affaires. | |
| 650 | 7 | |a marketing. |2 aat | |
| 650 | 7 | |a Sales & marketing. |2 bicssc | |
| 650 | 7 | |a Business & Economics |x Marketing |x General. |2 bisacsh | |
| 650 | 7 | |a Creative ability in business. |2 fast |0 (OCoLC)fst00882438 | |
| 650 | 7 | |a Marketing. |2 fast |0 (OCoLC)fst01010167 | |
| 650 | 7 | |a Marketing |2 nbdbt | |
| 650 | 7 | |a Creativiteit |2 nbdbt | |
| 776 | 0 | 8 | |i Print version: |a Pantano, Eleonora |t Creativity and Marketing |d Bingley : Emerald Publishing Limited,c2021 |z 9781800713314 |
| 856 | 4 | 0 | |u https://emerald.uam.elogim.com/insight/publication/doi/10.1108/9781800713307 |z Texto completo |
| 938 | |a Askews and Holts Library Services |b ASKH |n AH39023054 | ||
| 938 | |a ProQuest Ebook Central |b EBLB |n EBL6679807 | ||
| 938 | |a YBP Library Services |b YANK |n 302342034 | ||
| 938 | |a EBSCOhost |b EBSC |n 2752218 | ||
| 994 | |a 92 |b IZTAP | ||